diff --git a/src/Umbraco.Core/Models/ContentModel.cs b/src/Umbraco.Core/Models/ContentModel.cs
index 9e4a9a3024..5ab2c0b7b3 100644
--- a/src/Umbraco.Core/Models/ContentModel.cs
+++ b/src/Umbraco.Core/Models/ContentModel.cs
@@ -1,4 +1,4 @@
-using System;
+using System;
 using Umbraco.Core.Models.PublishedContent;
 
 namespace Umbraco.Web.Models
@@ -11,12 +11,7 @@ namespace Umbraco.Web.Models
         /// <summary>
         /// Initializes a new instance of the <see cref="ContentModel"/> class with a content.
         /// </summary>
-        /// <param name="content"></param>
-        public ContentModel(IPublishedContent content)
-        {
-            if (content == null) throw new ArgumentNullException(nameof(content));
-            Content = content;
-        }
+        public ContentModel(IPublishedContent content) => Content = content ?? throw new ArgumentNullException(nameof(content));
 
         /// <summary>
         /// Gets the content.
diff --git a/src/Umbraco.Core/Models/ContentModelOfTContent.cs b/src/Umbraco.Core/Models/ContentModelOfTContent.cs
index bf4d81dbf3..31c8cbb2c7 100644
--- a/src/Umbraco.Core/Models/ContentModelOfTContent.cs
+++ b/src/Umbraco.Core/Models/ContentModelOfTContent.cs
@@ -1,4 +1,4 @@
-using Umbraco.Core.Models.PublishedContent;
+using Umbraco.Core.Models.PublishedContent;
 
 namespace Umbraco.Web.Models
 {
@@ -8,12 +8,8 @@ namespace Umbraco.Web.Models
         /// <summary>
         /// Initializes a new instance of the <see cref="ContentModel{TContent}"/> class with a content.
         /// </summary>
-        /// <param name="content"></param>
         public ContentModel(TContent content)
-            : base(content)
-        {
-            Content = content;
-        }
+            : base(content) => Content = content;
 
         /// <summary>
         /// Gets the content.
diff --git a/src/Umbraco.Web.Common/Controllers/IVirtualPageController.cs b/src/Umbraco.Web.Common/Controllers/IVirtualPageController.cs
index fc36207ee0..bfea5c8d87 100644
--- a/src/Umbraco.Web.Common/Controllers/IVirtualPageController.cs
+++ b/src/Umbraco.Web.Common/Controllers/IVirtualPageController.cs
@@ -1,4 +1,5 @@
-using Umbraco.Core.Models.PublishedContent;
+using Microsoft.AspNetCore.Mvc.Filters;
+using Umbraco.Core.Models.PublishedContent;
 
 namespace Umbraco.Web.Common.Controllers
 {
@@ -10,6 +11,6 @@ namespace Umbraco.Web.Common.Controllers
         /// <summary>
         /// Returns the <see cref="IPublishedContent"/> to use as the current page for the request
         /// </summary>
-        IPublishedContent FindContent();
+        IPublishedContent FindContent(ActionExecutingContext actionExecutingContext);
     }
 }
diff --git a/src/Umbraco.Web.Common/Extensions/ControllerActionEndpointConventionBuilderExtensions.cs b/src/Umbraco.Web.Common/Extensions/ControllerActionEndpointConventionBuilderExtensions.cs
index becb79a70e..d30436c87b 100644
--- a/src/Umbraco.Web.Common/Extensions/ControllerActionEndpointConventionBuilderExtensions.cs
+++ b/src/Umbraco.Web.Common/Extensions/ControllerActionEndpointConventionBuilderExtensions.cs
@@ -20,7 +20,7 @@ namespace Umbraco.Web.Common.Extensions
         /// </summary>
         public static void ForUmbracoPage(
             this ControllerActionEndpointConventionBuilder builder,
-            Func<HttpContext, IPublishedContent> findContent)
+            Func<ActionExecutingContext, IPublishedContent> findContent)
             => builder.Add(convention =>
             {
                 // filter out matched endpoints that are suppressed
@@ -35,8 +35,18 @@ namespace Umbraco.Web.Common.Extensions
                         // to execute in order to find the IPublishedContent for the request.
 
                         var filter = new UmbracoVirtualPageFilterAttribute();
-                        actionDescriptor.FilterDescriptors.Add(new FilterDescriptor(filter, 0));
-                        convention.Metadata.Add(filter);
+
+                        // Check if this already contains this filter since we don't want it applied twice.
+                        // This could occur if the controller being routed is IVirtualPageController AND
+                        // is being routed with ForUmbracoPage. In that case, ForUmbracoPage wins
+                        // because the UmbracoVirtualPageFilterAttribute will check for the metadata first since
+                        // that is more explicit and flexible in case the same controller is routed multiple times.
+                        if (!actionDescriptor.FilterDescriptors.Any(x => x.Filter is UmbracoVirtualPageFilterAttribute))
+                        {
+                            actionDescriptor.FilterDescriptors.Add(new FilterDescriptor(filter, 0));
+                            convention.Metadata.Add(filter);
+                        }
+
                         convention.Metadata.Add(new CustomRouteContentFinderDelegate(findContent));
                     }
                 }
diff --git a/src/Umbraco.Web.Common/Filters/UmbracoVirtualPageFilterAttribute.cs b/src/Umbraco.Web.Common/Filters/UmbracoVirtualPageFilterAttribute.cs
index b6b372c14a..988608c2c2 100644
--- a/src/Umbraco.Web.Common/Filters/UmbracoVirtualPageFilterAttribute.cs
+++ b/src/Umbraco.Web.Common/Filters/UmbracoVirtualPageFilterAttribute.cs
@@ -2,6 +2,7 @@ using System;
 using System.Linq;
 using System.Threading.Tasks;
 using Microsoft.AspNetCore.Http;
+using Microsoft.AspNetCore.Mvc;
 using Microsoft.AspNetCore.Mvc.Controllers;
 using Microsoft.AspNetCore.Mvc.Filters;
 using Microsoft.Extensions.DependencyInjection;
@@ -30,18 +31,22 @@ namespace Umbraco.Web.Common.Filters
 
             if (contentFinder != null)
             {
-                await SetUmbracoRouteValues(context, contentFinder.FindContent(context.HttpContext));
+                await SetUmbracoRouteValues(context, contentFinder.FindContent(context));
             }
             else
             {
                 // Check if the controller is IVirtualPageController and then use that to FindContent
                 if (context.Controller is IVirtualPageController ctrl)
                 {
-                    await SetUmbracoRouteValues(context, ctrl.FindContent());
+                    await SetUmbracoRouteValues(context, ctrl.FindContent(context));
                 }
             }
 
-            await next();
+            // if we've assigned not found, just exit
+            if (!(context.Result is NotFoundResult))
+            {
+                await next();
+            }
         }
 
         private async Task SetUmbracoRouteValues(ActionExecutingContext context, IPublishedContent content)
@@ -60,6 +65,11 @@ namespace Umbraco.Web.Common.Filters
 
                 context.HttpContext.Features.Set(routeValues);
             }
+            else
+            {
+                // if there is no content then it should be a not found
+                context.Result = new NotFoundResult();
+            }
         }
     }
 }
diff --git a/src/Umbraco.Web.Common/Routing/CustomRouteContentFinderDelegate.cs b/src/Umbraco.Web.Common/Routing/CustomRouteContentFinderDelegate.cs
index e81f5f75f8..5be3b4b952 100644
--- a/src/Umbraco.Web.Common/Routing/CustomRouteContentFinderDelegate.cs
+++ b/src/Umbraco.Web.Common/Routing/CustomRouteContentFinderDelegate.cs
@@ -1,15 +1,16 @@
 using System;
 using Microsoft.AspNetCore.Http;
+using Microsoft.AspNetCore.Mvc.Filters;
 using Umbraco.Core.Models.PublishedContent;
 
 namespace Umbraco.Web.Common.Extensions
 {
     internal class CustomRouteContentFinderDelegate
     {
-        private readonly Func<HttpContext, IPublishedContent> _findContent;
+        private readonly Func<ActionExecutingContext, IPublishedContent> _findContent;
 
-        public CustomRouteContentFinderDelegate(Func<HttpContext, IPublishedContent> findContent) => _findContent = findContent;
+        public CustomRouteContentFinderDelegate(Func<ActionExecutingContext, IPublishedContent> findContent) => _findContent = findContent;
 
-        public IPublishedContent FindContent(HttpContext httpContext) => _findContent(httpContext);
+        public IPublishedContent FindContent(ActionExecutingContext actionExecutingContext) => _findContent(actionExecutingContext);
     }
 }