Element — Features and objections

If your hero section doesn’t do enough on its own to get people to convert (it usually won’t), it’s the job of your Features and Objections to deliver your product’s complete sales pitch. That’s the part of the template we’re at now. To put this objective back into visual context, see where Features is:

The Features section spans the bulk of your page. It’s your opportunity to proactively address a visitor’s concerns and skepticism about your value props. This section contains multiple features. Usually 3 to 6. Each is simply a value prop paired with copy addressing objections that arise upon hearing that value prop. Specifically, each feature subsection consists of three elements:

  • Header that states value prop
  • Paragraph that explains the value prop and handles objections
  • Image to reinforce the value prop

For example:

Tip — If you’re having a hard time deciding which value props and objections to highlight, study your competitors’ sites to learn how to differentiate yourself from what people already know about your space. 

Feature — Construct an ongoing narrative

The best feature sections carry a running narrative: Each feature ties back to the dominant value prop pitched in the hero section.
For example, if your hero value prop is “We help you put down your phone so you can focus on the rest of your life,” a description of your Push Notification Blocking feature could include a callback to the header such as this: “… so that you put an end to the habit of constantly looking at your phone for updates.”

Remember how back in school you wrote essays with this 5-paragraph format?

  • Introduction
  • Supporting paragraph #1
  • Supporting paragraph #2
  • Supporting paragraph #3
  • Closing

In the introduction, you made your claim. Then you highlighted three pieces of evidence to support that claim. Finally, your Closing summarized the argument. Your landing page as a whole follows this very same structure:

  • Introduction — Header and subheader. Make your claim here.
  • Supporting paragraphs — Features/objections. Does each paragraph support your introductory claim?
  • Conclusion — Final CTA section.
You learn to write content marketing with narratives on this page.

Anyway, back to the Feature section: Let’s dive into its three components.

Feature — Value prop header

Write a 3 to 5 word title describing the value prop. Don’t use vague language like “Empower your sales” or “Revolutionize your workflow.” No, just bluntly describe the value prop so visitors can quickly decide whether the value prop is relevant to them. And whether they should read the feature paragraph. Here are feature headers for a product that sells a portable grill:
“Cooks and Sears”
“No Prep or Cleanup”
“Cooks More than Just Meat”

Feature — Paragraph

Either write a paragraph of three concise sentences or list a handful of bullet points. Your goal is to concisely describe the feature and optionally address common objections if they’re important ones that often prevent people from converting.

By the way, here’s a trick for having these paragraphs carry the overall narrative: Consider how the end of every feature paragraph is a little break for the visitor to self-reflect: “Do I keep reading or leave the site?” 

You can circumvent that decision-making by concluding each feature with a hook that makes them curious to keep reading. For example, you can end a paragraph with:

  • ‍But that doesn’t actually work…
  • ‍But there’s a big problem…
  • ‍It gets worse, though…

Then pick up that thread in the next feature section.

When should you go really in-depth?
If this is a complex or unintuitive feature for which going into extreme detail is going to help materially improve conversion, either link to a separate page where visitors can learn much more or have a button they can click to reveal additional details. The latter is preferable because it keeps users in the flow of your current page.

Features are paired with an image so that your page isn’t a giant wall of text.
In your feature image, include a product screenshot or some relevant photography that demonstrates the feature in action. Remember, don’t just include meaningless eye candy. Visualize the feature in a way that further reinforces the value prop. Better yet, use an auto-playing GIF or SVG animation. It’s better to show than to tell. 

Tip — If you’re showing a screenshot of your SaaS dashboard, and it’s too small to easily read all its text, recreate the screenshot in Sketch and exclude the non-essential UI elements and text.