A 404 error page is a page on your website which visitors are redirected to when they click on a broken link.
This could mean that the content has been moved or deleted, the permalink structure has been changed or the visitor has simply typed the URL incorrectly.
Simply put, if you find yourself on a 404 error page, someone somewhere has messed up.
Ideally, the 404 page would never be seen, but in the real world hiccups happen and that’s why your 404 page to be branded – if it’s not, you are absolutely losing visitors who may write you off and never return.
This is not a good look for anyone…