652695 - [Rethink 404 Page] New copy for 404 page

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[Laura Forrest]

Attachment: graphic brief

Matej - In general, we'd like to decrease the amount of copy on this page. 

A new image is coming that will most likely influence the copy direction (bug 652683) but it's never too late to start thinking about this! See more details in the attached graphic brief - the same sort of direction applies to copy.

Other Copy Specifics:
- New refreshed headline that reflects the user experience of finding this page. A sort of "Doh!" apology, and something that clearly puts them back on track
- Depending on the graphic, the headline may or may not stay in the same general area 
- Cut the bottom portion of copy in half - perhaps combine into one column. The main CTA's should clearly be: 1. Check your URL 2. Go to Mozilla.com 3. Email us with what you're looking for (can cut lots of copy from this one)
- To consider: as part of adding HTML5 awesomeness to this page, SilverOrange is working on a script that will make the "!" teeter, and then fall down the page in a really really cool way. Would be great to use this in the final design, so keep in mind the use of exclamation point w/in the main headline :) (!)

As stated in the brief, there's lots of room to be funny here. And again, you may not want to get started until the new graphic is created, as it can help anchor the page's theme and humor. 

Really looking forward to working with you on this!

Comment 1

[John Slater]

Thanks Laura. Do you have a sense yet of when the copy deadline will be? At least for the first pass...

Matej, this is all part of my master plan to force you to use exclamation points more.

Comment 2

[Matej Novak [:matej]]

(In reply to comment #1)
> Thanks Laura. Do you have a sense yet of when the copy deadline will be? At
> least for the first pass...
> 
> Matej, this is all part of my master plan to force you to use exclamation
> points more.

Oh, so it's like that, is it? Just wait till I start spelling everything in Canadian: It's going to colour this and humour that from here on out. ;)

Anyway, I'll start thinking about this and look forward to seeing the new image.

Comment 3

[Tara (musingt)]

Looking to have first round of concept sketches by eod tomorrow.  That should hopefully give you a sense of how much space the graphic will need, and how it relates to the copy, etc.

Comment 4

[Matej Novak [:matej]]

(In reply to comment #0)
> - To consider: as part of adding HTML5 awesomeness to this page, SilverOrange
> is working on a script that will make the "!" teeter, and then fall down the
> page in a really really cool way. Would be great to use this in the final
> design, so keep in mind the use of exclamation point w/in the main headline :)
> (!)

I don't know exactly what is and isn't possible, but it would be really cool if people who get the page could click on the exclamation point once it's fallen over and put it back up, only to have it keep falling down.

Comment 5

[Laura Forrest]

(In reply to comment #4)
> (In reply to comment #0)
> > - To consider: as part of adding HTML5 awesomeness to this page, SilverOrange
> > is working on a script that will make the "!" teeter, and then fall down the
> > page in a really really cool way. Would be great to use this in the final
> > design, so keep in mind the use of exclamation point w/in the main headline :)
> > (!)
> 
> I don't know exactly what is and isn't possible, but it would be really cool if
> people who get the page could click on the exclamation point once it's fallen
> over and put it back up, only to have it keep falling down.

Love that idea! Cc-ing Steven G here so he can also be looped into the copy-writing process on this page.

Comment 6

[Tara (musingt)]

Hey guys, what's the status here?  Design wrapped up last Friday.   I think we were going to mock up the design and then focus on copy, or is copy done?

Comment 7

[Laura Forrest]

Hey Matej - You sent around a lot of great copy ideas via email, but now that we have the final graphic (Bug 652683) we're ready for some final copy!

Details in Comment 0. Some changes since then:

-Since the graphic now centers around being caught, the copy should work off that theme, of course ;)
-The headline doesn't necessarily need a "!" (teeter/fall) to support the HTML5 awesomeness component of this bug, SilverOrange will work with whatever you come up with
-The layout of this page will similar to our current 404 page, so use that when considering word count/sentence length, etc
-I think the main call-to-action will be giving these users a simple link to www.mozilla.com, so make that stand-out within the copy somehow

Let me know if you have any questions!

Comment 8

[Matej Novak [:matej]]

Hi all. Here are some headline options for this. Some you've seen before, some are new. Below that you'll find the blurb and some helpful instructions. Please let me know your thoughts (yes, all of them, about everything).


Make a wrong turn?

How'd you find us down here?

Hey, you found us!

Oh, hey, didn’t see you there.

Uh… we weren’t doing anything.

You sure you’re in the right place?

We’re probably not what you were looking for.

Whoops! What are you doing here?

Well, this is unexpected.

Whoa! Hey! Where’d you come from?


Did you make a left at that last URL instead of a right? No problem. Unless you want us to deal you in, here are some tips to get you back on your way:

• If you typed in the address, check your spelling. Could just be a typo.

• If you followed a link, it’s probably broken. Please email us and we’ll fix it.

• If you’re not sure what you’re looking for, start at mozilla.com.

Comment 9

[Tara (musingt)]

These are the ones I like (mostly the first 4): 

> How'd you find us down here?

> We’re probably not what you were looking for.

> Whoops! What are you doing here?

> Well, this is unexpected.

> Whoa! Hey! Where’d you come from?

Comment 10

[John Slater]

My fave:

> Whoops! What are you doing here?

Comment 11

[Laura Forrest]

(In reply to comment #10)
> My fave:
> 
> > Whoops! What are you doing here?

Excellent! Very "caught red-handed." 

Steven G: please use this final copy:

Whoops! What are you doing here?


Did you make a left at that last URL instead of a right? No problem. Unless you want us to deal you in, here are some tips to get you back on your way:

• If you typed in the address, check your spelling. Could just be a typo.

• If you followed a link, it’s probably broken. Please email us and we’ll fix it.

• If you’re not sure what you’re looking for, start at mozilla.com.