Best Features Section Design

How should you present features on a landing page? We scored 41 features sections across conversion best practices. The table below shows how widely each element is adopted. The lower the number, the bigger your edge by adding it.

Benefit-led copy (82%) and feature-to-outcome mapping (74%) are the most common best practices. But the real gap is in internal linking: 37% of best-in-class sections link features to dedicated pages vs. 28% overall. That exploration path keeps visitors on-site longer and builds understanding.

Persona grouping is the rarest best practice at 21%. Most features sections list everything in one flat grid. When sections group by role, they let each visitor skip to what matters to them instead of scanning 12 feature cards looking for relevance.

Our AI conversion agent evaluates every features section against a weighted checklist that spans three dimensions. Each best practice gets a pass or fail based on the actual page content and screenshot.

• Copywriting — benefit-led copy, outcome focus, feature-to-outcome mapping
• Information architecture — persona grouping, secondary features (prioritization)
• Navigation — internal linking to feature detail pages

Not every best practice carries the same weight. Benefit-led copy and feature-to-outcome mapping are the most common, but still missing from 1 in 5 sections. The practices that separate good from great are persona grouping and internal linking, because they show the section was designed for the visitor, not just the product team.

Sections flagged best-in-class are hand-picked by our team from the highest-scoring sections. A high score gets you on the list. Best-in-class means the copy, structure, and navigation all work together.

162 features sections in our library are flagged best-in-class. They score higher because they go beyond listing features.

91% use benefit-led copy, well above the 82% average. But that's not what makes them stand out. What does:

1. Internal linking to feature pages. 37% of best-in-class sections link each feature to a dedicated page, vs. 28% overall. Semrush, Contentsquare, and Greenly all do this. The feature card becomes an entry point, not a dead end.
2. Secondary features deprioritized. 50% use collapsed sections, accordions, or visual hierarchy to push less critical features below the fold. This keeps the first screen focused on 3-4 primary capabilities instead of overwhelming with 12.
3. Persona grouping. 23% organize features by role or use case. Pennylane groups by accountant vs. business owner. When visitors see their role in the section header, they stop scanning and start reading.

Pennylane, Semrush, Greenly, and Contentsquare stack 4-5 of these best practices in a single section. That's what a top score looks like.

The lowest-scoring features sections in our library aren't ugly. Most of them look polished. They just do the bare minimum.

A low-scoring features section typically has only 2 conversion best practices: benefit-led copy and feature-to-outcome mapping. The basics. No persona grouping, no internal linking, no secondary features hierarchy.

The most common gap: no persona grouping. 79% of all features sections skip it. The section lists features in a flat grid. Same order, same weight, same audience. A VP of Sales and a junior developer see the same 12 cards. Neither finds what they need fast enough.

Second: no internal linking. 72% of features sections are dead ends. The feature card has a title, a description, maybe an icon. No link to learn more. The visitor who wants depth has nowhere to go.

Third: no feature prioritization. 56% show every feature with equal weight. No “key features” vs. “also included.” No accordion for the long tail. The section becomes a wall of cards that nobody reads past the third row.

The fix isn't a redesign. It's adding structure to what's already there. Group by persona. Link to feature pages. Collapse the secondary features. The gap between a low score and a high score is usually organization, not content.

Want to know which best practices your features section is missing? Run a free audit →