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Features Sections

Features sections highlight the benefits, services, or key points that make your business special. They're perfect for breaking down complex information into easy-to-scan, digestible pieces. This guide shows you how to create compelling features sections that convince visitors to choose you.

What Are Features Sections?​

Features sections display information in a grid of cards, each highlighting a specific benefit, service, or feature. They help visitors quickly understand:

  • What you offer and why it matters
  • How you solve problems they're facing
  • Why you're different from competitors
  • What benefits they'll get from choosing you

Think of features sections as your "why choose us" explanation broken into bite-sized pieces.

When to Use Features Sections​

Perfect for:

  • Service overviews - What services you provide
  • Product benefits - Why your product is valuable
  • Company strengths - What makes you unique
  • Process steps - How you work with clients
  • Feature lists - Specific capabilities you offer

Best placement: After hero sections, as supporting evidence for your main message.

[Screenshot: Examples of different features section layouts and uses]

Features Section Elements​

Header Content​

Eyebrow Heading

  • Purpose: Context or category for your features
  • Examples: "Our Services", "Why Choose Us", "What We Offer"
  • Keep brief: 1-3 words maximum

Main Heading

  • Purpose: Clear description of what the features represent
  • Examples: "Everything You Need to Succeed", "Services That Deliver Results"
  • Best practice: Focus on visitor benefits, not just feature lists

Body Content

  • Purpose: Brief explanation or introduction to the features
  • Examples: "We've spent years perfecting these core services to help businesses like yours thrive"
  • Length: 1-2 sentences work best

Feature Cards​

Each feature card contains:

Icon or Image

  • Purpose: Visual representation of the feature
  • Icons: Clean, simple graphics that relate to the feature
  • Images: Photos or illustrations that support the message
  • Best practice: Keep visual style consistent across all cards

Heading

  • Purpose: Name or title of the feature/benefit
  • Examples: "24/7 Support", "Expert Team", "Fast Delivery"
  • Length: 1-5 words, clear and specific

Content

  • Purpose: Description of the feature and its benefit
  • Best practice: Explain what it is AND why it matters
  • Length: 1-3 sentences, focus on visitor value
  • Format: Can include rich text (bold, italic, lists)

Optional Link

  • Purpose: Direct visitors to more detailed information
  • Link text: "Learn More", "Get Details", "See How It Works"
  • URL: Can link to other pages, external sites, or anchors
  • Target: Choose whether links open in same window or new tab

Display Modes​

Features Mode (Default)

  • Standard features display with icons/images
  • Best for: Services, benefits, capabilities
  • Layout: Clean, organized grid presentation

Events Mode

  • Designed for events, news, or time-based content
  • Best for: Event listings, news updates, announcements
  • Layout: Optimized for dates, times, and event information

[Screenshot: Features vs Events display mode comparison]

Layout and Design Options​

Grid Columns​

2 Columns

  • Best for: Detailed features that need more space
  • Good when: You have 2, 4, or 6 features total
  • Appearance: Larger cards with more room for content

3 Columns (Default)

  • Most popular choice for balanced appearance
  • Good when: You have 3, 6, or 9 features total
  • Appearance: Medium-sized cards, good balance

4 Columns

  • Best for: Simple features that don't need much explanation
  • Good when: You have 4, 8, or 12+ features total
  • Appearance: Compact cards, more features visible

Card Alignment​

Left Alignment

  • Text aligned to left side of cards
  • Best for: Detailed descriptions, professional appearance
  • Good when: Features have varying content lengths

Center Alignment

  • All text centered in cards
  • Best for: Simple, clean appearance
  • Good when: Short, consistent content across cards

Right Alignment

  • Text aligned to right side of cards
  • Best for: Unique design aesthetic
  • Less common: Use only if it fits your brand style

Card Style Options​

Cards Style

  • Visible background and borders around each feature
  • Best for: Clean separation between features
  • Appearance: Professional, organized look

Minimal Style

  • No visible card backgrounds or borders
  • Best for: Clean, simple design aesthetic
  • Appearance: More integrated with page background

[Screenshot: Different grid layouts and card styles]

Creating Effective Feature Content​

Writing Compelling Headlines​

Focus on Benefits, Not Features

  • ❌ "CRM Integration"
  • ✅ "Never Lose a Lead Again"

Use Action Words

  • ❌ "Data Analysis"
  • ✅ "Get Instant Insights"

Be Specific When Possible

  • ❌ "Fast Service"
  • ✅ "24-Hour Turnaround"

Keep It Scannable

  • ❌ "Comprehensive Digital Marketing Strategy Development and Implementation"
  • ✅ "Complete Marketing Strategy"

Writing Descriptions That Convert​

Explain the "So What?" Don't just describe what the feature is - explain why visitors should care:

❌ Poor: "We use advanced analytics software." ✅ Better: "Our advanced analytics show you exactly which marketing efforts are bringing in customers, so you can spend your budget wisely."

Use the Problem-Solution Format

  1. Acknowledge the problem visitors face
  2. Present your feature as the solution
  3. Mention the positive outcome

Example: "Tired of waiting weeks for design revisions? Our streamlined process delivers final designs in just 48 hours, so you can launch your project on schedule."

Include Social Proof When Possible

  • "Trusted by 500+ companies"
  • "99% customer satisfaction rate"
  • "Featured in TechCrunch"

Choosing Icons and Images​

Icons Work Best When:

  • Features are abstract (like "reliability" or "expertise")
  • You want a clean, minimal design
  • Features are clearly categorizable
  • You need consistent sizing across cards

Images Work Best When:

  • Features are concrete or visual
  • You have high-quality, relevant photos
  • You want to show actual products or results
  • Personal connection is important (like team photos)

Icon Best Practices:

  • Use consistent style (all filled, all outlined, etc.)
  • Keep them simple - should be clear at small sizes
  • Make them relevant - icon should relate to the feature
  • Avoid clichés - generic icons like lightbulbs or gears

[Screenshot: Good vs poor icon choices and image selection]

Common Features Section Types​

Service-Based Businesses​

Consulting Services Example:

  • Strategy Development - "We analyze your business and create a custom growth plan"
  • Implementation Support - "Our experts guide you through every step of the process"
  • Ongoing Optimization - "We monitor results and make improvements for continued success"

Home Services Example:

  • Free Estimates - "Get accurate pricing with no hidden fees"
  • Licensed & Insured - "Work with confidence knowing you're protected"
  • Same-Day Service - "Emergency repairs completed within 24 hours"

Product-Based Businesses​

Software Product Example:

  • Easy Integration - "Set up in under 5 minutes with our simple plugins"
  • Real-Time Updates - "See changes instantly as your team collaborates"
  • Enterprise Security - "Bank-level encryption keeps your data safe"

Physical Product Example:

  • Premium Materials - "Built with aircraft-grade aluminum for lasting durability"
  • Lifetime Warranty - "If it breaks, we'll replace it free - no questions asked"
  • Fast Shipping - "Order by 2 PM and get it tomorrow"

Company Strengths​

About Us Features Example:

  • 20+ Years Experience - "We've solved every challenge you're likely to face"
  • Local Team - "Work directly with people in your community"
  • Award-Winning Service - "Recognized as 'Best in Class' three years running"

[Screenshot: Examples of different business types using features sections]

Advanced Features Configuration​

Display Mode: Events​

When to use Events mode:

  • Event listings for conferences, workshops, meetups
  • News updates with dates and details
  • Product releases with launch dates
  • Company announcements with timelines

Events mode includes:

  • Date/time fields for each item
  • Location information for events
  • Special formatting optimized for event details
  • Registration links or contact information

Custom Backgrounds​

When to use custom backgrounds:

  • Brand-specific sections that need special colors
  • Seasonal campaigns without changing global settings
  • Visual hierarchy to make important features stand out
  • A/B testing different color schemes

How custom backgrounds work:

  1. Enable custom background in Layout tab
  2. Choose background color with color picker
  3. Smart colors automatically adjust text for readability
  4. Preview updates immediately

Media Integration​

Featured Images

  • Section-level media that appears alongside the features grid
  • Best for: Hero-style images, product photos, team pictures
  • Position: Can be left, right, or center based on layout variant

Video Content

  • Explainer videos about your features or services
  • Demo videos showing features in action
  • Testimonial videos from satisfied customers

Organizing Your Features​

Number of Features Best Practices​

3 Features: Perfect for core services or main benefits 6 Features: Good balance for comprehensive overview 9 Features: Maximum for single section without overwhelming 12+ Features: Consider breaking into multiple sections

Logical Grouping Strategies​

By Category:

  • Group related services together
  • Organize by department or specialty
  • Bundle complementary features

By Importance:

  • Start with most compelling features
  • Use eye-tracking patterns (Z or F pattern)
  • Place strongest features in top-left position

By User Journey:

  • Order features as customers experience them
  • Start with awareness, move to decision factors
  • End with support or ongoing benefits

Content Hierarchy​

Primary Features (Most Important):

  • Lead benefits that differentiate you
  • Core services that drive revenue
  • Strongest competitive advantages

Secondary Features (Supporting):

  • Additional benefits that add value
  • Nice-to-have features that complement core offering
  • Process or methodology details

Tertiary Features (Details):

  • Technical specifications
  • Compliance or certification details
  • Background information or context

[Screenshot: Examples of well-organized feature hierarchies]

Mobile Optimization​

Responsive Behavior​

Desktop (1024px+):

  • Shows full grid layout (2, 3, or 4 columns)
  • Icons and images at full size
  • All content visible without scrolling

Tablet (768-1023px):

  • Usually reduces to 2-3 columns
  • Slightly smaller icons/images
  • May stack some content vertically

Mobile (under 768px):

  • Always stacks to single column
  • Larger touch targets for any links
  • Optimized spacing for thumb navigation

Mobile-Specific Considerations​

Content Length:

  • Keep descriptions concise for mobile reading
  • Use bullet points instead of paragraphs when possible
  • Front-load important information

Visual Elements:

  • Ensure icons are large enough to see clearly
  • Use high-contrast colors for readability
  • Avoid tiny details in images

Touch Interaction:

  • Make linked cards easy to tap (minimum 44px height)
  • Provide clear visual feedback for taps
  • Ensure links work properly on touch devices

Performance Considerations​

Image Optimization​

Icon Guidelines:

  • SVG format for crisp scaling at any size
  • PNG format for complex icons (under 50KB each)
  • Consistent dimensions across all feature icons

Photo Guidelines:

  • Maximum 800px wide for feature card images
  • JPG format for photographs (under 200KB each)
  • WebP format for modern browsers (best compression)

Loading Performance​

Best Practices:

  • Limit total features to 12 per section maximum
  • Optimize all images before uploading
  • Use consistent icon library to reduce requests
  • Monitor page load speed with testing tools

Performance Impact Factors:

  • Number of features: More features = longer load times
  • Image sizes: Large images significantly slow loading
  • External links: Each external resource adds load time
  • Rich text formatting: Complex formatting can slow rendering

Testing and Optimization​

A/B Testing Ideas​

Headlines:

  • Feature-focused vs benefit-focused
  • Question format vs statement format
  • Generic vs specific descriptions

Visual Elements:

  • Icons vs images vs no visuals
  • Different icon styles (filled vs outlined)
  • Card backgrounds vs minimal styling

Organization:

  • Different feature orders
  • 3 vs 6 vs 9 features total
  • Grouping by category vs importance

Metrics to Track​

Engagement:

  • Time spent in features section
  • Scroll depth past features
  • Click-through rates on feature links

Conversion:

  • Contact form submissions after viewing features
  • Product page visits from feature links
  • Phone calls if numbers are displayed

Quality Indicators:

  • Bounce rate from pages with features
  • Pages per session after viewing features
  • Return visitor behavior

Troubleshooting Features Sections​

Common Content Issues​

Features Look Generic

  • Add specific benefits instead of vague descriptions
  • Include numbers, timeframes, or concrete details
  • Focus on problems you solve, not just what you do

Too Much Text

  • Break long descriptions into shorter sentences
  • Use bullet points for multiple benefits
  • Consider splitting into multiple features sections

Inconsistent Tone

  • Review all feature descriptions for voice consistency
  • Ensure all descriptions speak to the same audience
  • Use similar sentence structures across features

Technical Issues​

Images Not Loading

  • Check file sizes (should be under 1MB each)
  • Ensure proper file formats (JPG, PNG, WebP)
  • Test image URLs for accessibility

Layout Problems

  • Verify grid settings match number of features
  • Check for very long feature names breaking layout
  • Test on different screen sizes

Performance Issues

  • Reduce number of features if page loads slowly
  • Compress images before uploading
  • Consider lazy loading for below-the-fold content

Next Steps​

Now that you understand features sections:

  1. Practice creating features for different business types
  2. Learn about Stats Sections for adding compelling numbers
  3. Explore Testimonials for social proof
  4. Study successful competitors' features sections for inspiration

Need More Help?​

Remember: Features sections should answer "What's in it for me?" from your visitor's perspective. Focus on benefits, not just features!