Avoid losing visitors and potential customers. You can use 404 pages keep visitors engaged on your website and help them find what they are looking for, while also presenting an opportunity to showcase your brand's personality and creativity.
Our websites have a 404 not found page as standard which leaves a nice tidy list of pages posts and archives for WordPress and until now I thought that was enough. It IS practical enough but this Ted Talks tells you about using the dreaded 404 as brand re-enforcement and turning the error into fun. Enjoy!
Thanks to Jane my fantastic VA for bringing this to my attention.