Every website has a “Page Not Found” (404) page—but for most businesses, it’s a dead end. Visitors hit a broken link, see a cold error message, and quietly disappear. In this episode, Catherine explains in calm, non-technical language what a 404 page actually is, why it happens (old links, typos, removed pages), and how these silent dead ends quietly waste your hard-earned SEO and ad traffic. She shares a simple way to check whether people are hitting your 404 page more than you realize, and which numbers actually matter. Then Leo “paints a picture” of a gentle 404 design: warm copy, a simple explanation, one or two helpful buttons, a small search bar, and maybe a touch of personality that makes people smile instead of swear. Together, they introduce the Artbreeze Gentle Detour Blueprint—a 20-minute recipe to turn any 404 into a calm signpost that guides visitors back to your homepage, key services, or contact page. By the end, you’ll see your 404 not as a failure, but as a quiet second chance to win the enquiry.