---
id: seed:copy-patterns/404-page
title: 404 page copy patterns
source_type: seed_copy
priority: warm
---

404 pages are a trust moment — how you handle the inevitable "not found" tells visitors whether you're a polished operation or a janky startup. Good 404 pages acknowledge the error, maintain brand voice, and redirect to next steps.

---

**404 page headline patterns:**

| Pattern Type | Template | Example |
|--------------|----------|---------|
| Apologetic | "We couldn't find that page" | "404: Page not found" |
| Humorous | "Looks like you found our secret stash of nothing" | "This page wandered off" |
| Direct | "That page doesn't exist" | "The page you're looking for isn't here" |
| On-brand | "You found the void. Let's get you back." | "The internet swallowed this page" |
| Helpful | "We can't find '{page}'. Here's where to go instead." | "Lost? Let's find what you need." |

---

**Apologetic copy templates:**

1. Simple: "Sorry, we couldn't find the page you were looking for."
2. Helpful: "We looked everywhere, but that page seems to have wandered off."
3. Detailed: "We couldn't find '{url}'. This might be because the page moved, was deleted, or never existed."

---

**What happened explanations:**

| Situation | Copy |
|-----------|------|
| Page moved | "This page moved to a new location. We've redirected you to the homepage." |
| Page deleted | "This page no longer exists. Try these popular pages instead." |
| Never existed | "This page doesn't exist. Let's get you back on track." |
| Typo in URL | "That URL doesn't look right. Check for typos or go to the homepage." |

---

**Helpful redirect copy:**

**Search prompt:**
- "Try searching for what you were looking for:"
- "Can't find it? Search our site:"

**Popular links section:**
- "Popular pages:"
- "While you're here, check out:"
- "Start from these popular pages:"

**Link suggestions:**
- Homepage: "Go to homepage"
- Popular feature: "See our most popular features"
- Contact: "Get in touch if you need help"
- Blog: "Read our latest articles"
- Pricing: "View pricing"

---

**CTA patterns:**

| CTA Type | Copy | Context |
|----------|------|---------|
| Primary | "Go to homepage" | Link to homepage |
| Secondary | "Search our site" | Search functionality |
| Tertiary | "Contact support" | Help desk |
| Fun | "I want to see the void" | Easter egg |
| Brand | "Back to {site name}" | Branded home button |

---

**Brand voice examples by style:**

| Brand Style | 404 Tone | Example Headline |
|-------------|----------|------------------|
| Corporate | Professional, helpful | "We couldn't find that page" |
| Playful | Light, humorous | "This page got lost in the cosmos" |
| Technical | Direct, precise | "404 — Resource not found" |
| Friendly | Warm, reassuring | "Oops! That page wandered off" |
| Minimal | Clean, simple | "Not found" |

---

**404 page supporting copy:**

**Subheadline patterns:**
- "The page you're looking for doesn't exist or has been moved."
- "Let's get you back on track."
- "No worries — here's where to go next."

**Search bar copy:**
- "Search for pages, products, or articles:"
- "Find what you need:"
- Placeholder: "Type to search..."

---

**Technical 404 copy (for developers):**

- "Request ID: {request_id}" (for support)
- "If you believe this is an error, contact support with this ID."
- "This page rendered at: {timestamp}"

---

**404 page layout copy placement:**

| Section | Copy |
|---------|------|
| Headline | 404 error acknowledgment |
| Subhead | What happened + apology |
| Search | Optional search functionality |
| Popular links | 3-5 helpful links |
| CTA | Primary action button |
| Footer | Standard site footer (minimized) |

---

**Easter egg patterns (optional):**

| Style | Example |
|-------|---------|
| Video game reference | "You have reached the void. Press B to continue." |
| Space theme | "Houston, we have a 404." |
| Self-aware humor | "The page you wanted was too cool to stay on one URL." |
| Game over | "Game over. But you can always start a new journey." |

---

**What to avoid in 404 pages:**

- Blaming the user ("You typed the URL wrong")
- Generic "Page Not Found" without personality
- Broken links on the 404 page itself
- No clear path back to useful content
- Annoying animations that delay access to navigation
- Auto-playing sounds or videos
- Forcing email signup to "find" the page

---

**Copy rules for 404 pages:**

- Acknowledge the error clearly
- Don't make visitors feel stupid for landing there
- Provide useful next steps
- Maintain brand voice
- Keep it simple — they already failed to find what they wanted