This page doesn't exist.

This is called a 404 page. Visitors see it when they enter in a web address that doesn't exist. Every website has a default one that just says "404 Page Not Found."

How uninviting.

A great to display your brand voice is to write a custom 404 page, like this one!

Always take responsibility for the missing page. Saying things like "you must've clicked the wrong thing" or "you're lost" just aren't very nice. Subconsciously, your visitor will feel guilty or gasp ashamed.

People don't buy from brands that make them feel bad.

You can also hep your visitors out by providing some direction. Like this ...

Clearly, we've made a mistake and gotten you off track. So sorry! Hopefully the above website writing advice has made up for it.

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