The greatest 404 message of all time

Why it works

We mean, come on. Is this not the best bit of copy you've ever seen? And that button copy is the pièce de résistance. Too good.

How to steal it

 

Not sitting on a back catalogue of bonafide power ballad bangers? Don't worry. You can still get the same effect as ol' Bonnie by just introducing a bit of joy into an unexpected situation.

404 pages, FAQs, order confirmation emails... all of these things are almost always boring by default.

But doing something that can make a customer smile or laugh or chuckle or just nod their head like "nice" does way more for your brand than functional "uh oh, we can't find that page" ever would.

(If you want to dig into the science of funny copy, we've written about why humour builds brand loyalty on our blog.)

So have a bit of fun. Crack a joke. Do something unexpected.

Whatever you do, don't let generic copy total eclipse the fun part.

But remember, your ideas have got to be strong and they've got to be fun and they've got to be larger than life.

And lastly, you're holding out for a hero line, not a forgettable line.

(Sorry not sorry.)