Error pages are an often-overlooked opportunity to connect with users. A few well-chosen words can turn a potentially frustrating moment into a helpful, human interaction.
I love bean-to-bar chocolate. And so I love Bar & Cocoa, an online vendor of high-quality chocolate from around the world. Bar & Cocoa recently updated their website, and some kinks (and links) are still getting worked out. During my last visit, a link on their site landed me on the 404 page below.
If I were writing for Bar & Cocoa, I'd suggest using something like the second page below. The lighter tone and helpful links encourage users to stick around and keep shopping. (Psst, Bar & Cocoa... I will work for chocolate!)