Landing on a 404 page is everyone’s worst internet nightmare. It’s like the beginning of a bad date. At the very least, you were expecting someone clean and proper — only to find someone who probably looked up “cheapest date possible” on Google.
Most of the time, users encounter a 404 after either entering the wrong URL or being sent there by a broken link. Other than telling the user where to go next, it’s generally useless. But it can also be a blessing in disguise. You can use that time to connect your customer to your social accounts, other related content, or customer service line to encourage them to explore your site further instead of going somewhere else.