A good 404 page should indicate that an error has occurred, provide clear navigation to a more appropriate page, and be consistent with your client’s brand. 

It can also have an impact on search engine optimization, as a well-designed page with helpful links can lower bounce rates, and engaging or witty content can even increase dwell time on that page.

If you have access to your server, we recommend creating a custom 404 page. 

A good custom 404 page will help visitors find the information they are looking for, provide more helpful content and encourage them to explore your site further.