A 404 page is an error message page that is displayed when a user clicks on a link that is broken, that no longer exists, or an incorrect URL was searched. Anyone who searches on the internet, Google, Yahoo, and Bing has come across a 404 page at least once. Most of us get irritated when we can’t immediately find what we expect and a 404 error page can either fuel that frustration or provide some clarity on where to search next. This is why creating a custom 404 page is so important.
Benj Arriola, Vice President of SEO explains the benefits of developing a custom 404 page and gives some creative examples. No one wants to see an error message. If your error page incorporates humor or suggests other pages a user may be interested in, you lower the chances of losing a potential customer.