Every website contains what’s known as an “error 404” page: it’s what you see when you try to visit a page that doesn’t exist. (Usually the result of a typo or a truncated URL.)
Smart websites use these pages not as a necessary evil, but as an opportunity to brand themselves and deepen their engagement with readers. For example, whatever your politics, you must admit this page is superb.
Even more pregnant with possibility than your error page is your About page. Smart companies use these pages to convey their corporate culture.
And even better than that lies your dreaded donation page. How do you make the appeal for money sexy? Well, at least two companies have figured it out, pairing their writers with their developers so that their solicitations sound less like an ask and more like a badge of honor.
The screen shots: