29.04.2016

Sio’s copywriting swipe file #4: Apartment Therapy

Typically, 404 pages fill me with rage and leave me fiddling furiously with the URL until I figure out where some over-worked marketing assistant has forgotten to put a hyphen or backslash. But a nice error message like this one tends to soothe me a tad:

Screen Shot 2016-04-29 at 12.40.31

This one isn’t as much about the copy as it is about the overall concept. It comes courtesy of Apartment Therapy, a ridiculously popular home interiors blog I read sometimes, and the ‘we missed a spot’ idea is cute given the theme. But I really like the consolation links they’ve provided, offering suggestions for finding other lost things, like missing pets and a silent phone. It’s funny, it helps revive old posts (one of them contains a few affiliate links so the extra clicks won’t hurt) and it makes you think they really do feel pretty crap about sending you on a wild goose chase.

Why every brand doesn’t bother crafting a bespoke 404 page I’ll never know. This article gives an interesting little summary of the anatomy of a 404 page, along with some super clever pages like this one from, of course, Virgin Holidays.

And of course if you’re curious, you can go hunting for Bloodybigspider’s 404 page. See you there!

Author:
Siobhan O'Brien Holmes
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