Acknowledge the slip-up, but give them an immediate way out.
"That page doesn't exist anymore. Click here to go back." Pro-Tips for a Great 404: Oops! That page can’t be found.
"The link might be broken, or the page may have moved. Try heading back to our homepage or use the search bar below." Acknowledge the slip-up, but give them an immediate way out
If you’re a bakery, say "Looks like that cookie crumbled." If you're a tech firm, use "Error 404: Page not detected." Acknowledge the slip-up