60 Really Cool and Creative Error 404 Pages
hongkiat.com
hongkiat.com
Tell them what went wrong, tell them why it went wrong, tell them what they can do about it. Then, maybe, make a joke.
Here's mine. Nothing to write home about, but it describes the problem in terms my customers can understand, and gives them options which work for the majority of people.
http://www.bingocardcreator.com/doesnt/exist
I'd add a search box but it has never been a pressing priority since I can correct borked links on the backend, which means "blogger typoed a URL" only 404s until I get to my admin interface.
But saying "We're terribly sorry" is worse because a) Who is "we"? and b) "terribly sorry" is even more grating than just "sorry".
404 requires three short sentences: Couldn't find that page. It's been reported to our developers. Here's a link that'll maybe get you closer to where you're going.
If someone is sending 10 people a day your way with a mistyped url you should catch it and redirect it.
So if marshallk profiles your hot startup and sends everyone to http://yoursi.te/bunnys.html when they should have been going to http://yoursi.te/bunnies.html catching it and fixing it on your end should be part of the 404 view.
A better example is Motley Fool. It has a cute little haiku which defuses the situation but then they give a lot of recovery advice.