The purpose of a features page is to showcase what makes a business unique. It highlights the features and services that set a company apart from the competition, giving visitors clear and compelling reasons to engage with the brand.
More than just a presentation, this page boosts user engagement and increases conversion rates by helping visitors quickly understand the business's value proposition.
In brief:
What Is a Features Page?
A features page is a dedicated section on a B2C or B2B website that highlights the distinctive attributes and benefits of a product or service.
Similar to a product page, it communicates the value of what you’re selling. This page isn't just a list of specifications; it's a strategic tool that engages users by providing relevant and persuasive information.
By using detailed descriptions, high-quality images or videos, and customer testimonials, the page captures user interest and guides them through the sales process. Strategically placed call-to-action (CTA) buttons further encourage visitors to interact with the page, whether it's to purchase the product, sign up for a newsletter, or request more information.
What Should a Features Page Include?
Here's what you should include on your features page to make sure it's both engaging and informative.
Clear and Concise Feature Descriptions
At the heart of any successful features page is clear and concise messaging. This means providing straightforward descriptions of your products or services, helping users quickly understand what they do and how they benefit from them.
Avoid unnecessary jargon to prevent overwhelming readers and keep their interest.
User-Friendly Features Page Navigation
An intuitive navigation system is another core component of an effective features page. It allows users to easily find the information they need and explore your offerings without frustration.
Following basic web design principles, such as keeping navigation options simple and consistent across all pages, can significantly boost the user experience.
Using large, visually appealing buttons can also easily guide users.
Interactive Features Design
Adding interactive elements like videos, animations, and demos can make your features page more engaging. Consider using motion design to create eye-catching animations that grab attention and allow users to explore features dynamically.
An interactive design creates a more compelling and immersive experience that can significantly influence user perception and likelihood to buy.
Trust-Building Sections on the Features Page
Trust-building components like an 'About Us' section and FAQs will help you establish credibility with your audience.
An 'About Us' page provides insights into your company's background, values, and mission. Meanwhile, an informative FAQ section addresses common questions or concerns, offering reassurance to potential users.
The Key Design Elements of a Features Page
Just like creating high-converting landing pages, designing a features page involves incorporating several elements that leave a positive impression on users.
Here are the core design components to consider:
Best Features Page Examples
When designing your features page, take inspiration from the following businesses:
Attio
Attio’s features page is clean, modular, and highly visual, emphasizing customizability.
The hero section introduces Attio as a flexible CRM, with a diagram of its database structure. Below, a spreadsheet-style UI is shown in action, demonstrating how users can adjust fields, create filters, and organize their pipelines.
The design is light, airy, and structured, using wide spacing and subtle animations to keep the content digestible. As the user scrolls, each section transitions into a new feature demonstration.
Standout Features:
Clay
Clay’s features page emphasizes workflow automation and AI-driven data enrichment with a bold, dark-themed hero section. The page quickly introduces Clay’s conditional logic engine, displaying a realistic, interactive table view of workflows.
Feature breakdowns are visually separated using large screenshots, floating UI elements, and dynamic illustrations. Further down, a section on AI formulas includes a video demo, showing its real-world applications. The page ends with a vibrant, 3D-styled CTA featuring a lush, garden-inspired illustration, reinforcing the theme of growing leads efficiently.
Standout Features:
Tines
Tines' features page has a striking purple background with a blueprint-inspired grid pattern, emphasizing automation and low-code workflows. The page introduces "Cases", its incident management tool, through a clean, minimalistic hero section.
Below, large floating UI screenshots showcase its automation interface, complete with structured workflows and dashboards. Further down, colorful blocks break down key features like AI-driven automation and seamless integrations. The final CTA section features a playful confetti-like visual, reinforcing collaboration and efficiency.
Standout Features:
Framer
Framer's features page is sleek, dark-themed, and futuristic, reflecting its focus on high-end web design tools. The page opens with a bold headline and an embedded video demonstrating Framer in action. Large floating UI elements showcase the interface, while subtle animations enhance the visual storytelling.
The sections smoothly transition between layout tools, styling features, Figma import, AI rewriting, and collaboration tools, each illustrated with dark-themed UI previews. The typography is clean and minimal, with high contrast and blue highlights adding a tech-forward aesthetic.
Standout Features:
Linear
Linear’s features page is a dark-themed, highly structured layout designed for efficiency and clarity. It emphasizes project management, issue tracking, and team collaboration, presented through a combination of minimalist UI mockups, smooth scrolling effects, and subtle animations.
The page opens with a bold headline followed by an immersive UI preview of Linear's workspace. Each section methodically explores key functionalities such as roadmapping, issue tracking, integrations, and workflow automation, using monospaced fonts and grid-based design to enhance readability.
A subtle neon green accent is used for interactive elements, reinforcing the futuristic and technical feel.
Standout Features:
Mixpanel
Mixpanel’s features page is designed with clarity and data-driven storytelling in mind. The layout is clean and modern, using a white and deep purple color scheme to establish contrast. The page starts with a bold headline followed by a hero section showcasing Mixpanel’s analytics dashboard, giving users an immediate visual of its capabilities.
Scrolling down, each feature is explained through interactive graphs, clean card layouts, and concise descriptions. The page maintains a balance between data-heavy visuals and simple explanations, ensuring that even non-technical users can grasp Mixpanel’s power.
Sections highlight data exploration, goal setting, performance measurement, and regression analysis, all accompanied by high-resolution UI screenshots.
Standout Features:
Miro
Miro's features page emphasizes collaboration and visual thinking, structured around an open, spacious layout with a light background and vibrant accents of yellow and blue. The hero section presents a real-time interactive Miro board, immediately showcasing its dynamic and visual nature.
As you scroll, different use cases are highlighted through clean card layouts and high-resolution product images depicting diagramming, brainstorming, and planning. The sections are modular, making it easy to scan through capabilities like AI-powered insights, integrations, and security measures.
There’s a strong focus on interactivity, with visual previews for templates, workshops, and presentations, reinforcing the idea that Miro is a tool designed for live collaboration.
Standout Features:
Zendesk
Zendesk's features page emphasizes rich conversational experiences, balancing text with large, high-quality visuals of its messaging interface. The color palette blends soft peach and deep green tones, reinforcing a modern yet professional aesthetic.
The page follows a structured layout, leading with customer-centric messaging and progressing through automation, AI bots, omnichannel support, and agent workspaces. Each section is accompanied by minimalist product mockups and contextual photography, making the features feel more intuitive.
The final CTA block reinforces the brand’s ease of use with a simple, compelling statement.
Standout Features:
Descript
Descript’s features page focuses on making video editing accessible to everyone, even those without prior experience. It opens with a bold, conversational headline that immediately removes intimidation around video editing.
The design is clean and professional, using ample white space, crisp typography, and embedded UI demos that showcase how Descript works in real-time. The page moves through AI-powered editing, drag-and-drop functionality, and business use cases, ending with a pricing comparison table.
A mix of customer testimonials, feature highlights, and animated UI previews keeps the content dynamic.
Standout Features:
Toggl
Toggl’s features page presents time tracking as effortless, privacy-friendly, and seamlessly integrated into work processes. The design uses a warm, pastel color palette with deep purple contrasts, reinforcing a friendly and non-intimidating feel.
A mix of screenshots, custom illustrations, and testimonials guide visitors through Toggl's automation capabilities, privacy policies, and team benefits.
Sections are clearly defined, leading users through accuracy, automation, and trust elements before wrapping up with customer success stories and FAQs.
Standout Features:
ClickUp
ClickUp’s features page for its AI-powered assistant is a visually striking dark-themed design with glowing neon purple and pink accents, reinforcing a futuristic, high-tech feel.
The page emphasizes AI’s ability to centralize knowledge, automate tasks, and enhance productivity.
Key sections highlight ClickUp AI’s integrations, real-time content retrieval, automatic progress tracking, and its customization capabilities. The use of framed UI previews, dynamic typography, and a clean comparison table keeps the page both informative and engaging.
Standout Features:
Cake Equity
Cake Equity’s features page presents a clean, modern, and friendly interface with a soft blue and purple gradient theme. The design emphasizes employee motivation through equity ownership, using a mix of interactive elements, testimonials, and step-by-step explanations.
The page combines bold headlines with minimalistic UI mockups to visually explain how Cake Equity simplifies equity grants, onboarding, and long-term employee engagement.
The structure flows seamlessly from social proof, to feature breakdowns, to a strong closing CTA.
Standout Features:
UpKeep
This features page on UpKeep’s website presents a clean and highly structured layout, prioritizing clarity and ease of navigation. The page follows a white and blue color scheme, emphasizing modern simplicity with distinct sections for video demos, feature explanations, benefits, and real-world use cases.
It balances text-heavy content with interactive elements like dropdown FAQs and embedded testimonials. The hierarchical arrangement of information ensures that users can quickly grasp the platform’s value for work order management while also diving into more in-depth technical details.
Standout Features:
Grammarly
Grammarly’s features page is sleek, minimalistic, and highly informative, with a structured layout that effortlessly guides visitors through the platform’s AI-powered writing tools.
A clean green and white color scheme enhances readability, while interactive elements and inline product previews help users understand Grammarly’s capabilities.
The page follows a progressive disclosure approach, starting with broad AI writing features and gradually diving into specific use cases like rewriting, team collaboration, and enterprise security. With another standout design, Grammarly reigns as a top Edtech website for other SaaS companies to take inspiration from.
Standout Features:
Lokalise
The Lokalise features page presents a compelling value-driven narrative, emphasizing speed, cost savings, and accuracy in AI-powered translation.
The page follows a structured flow, starting with bold impact stats and gradually diving into how Lokalise AI works, key benefits, and real-world testimonials.
A clean white background with red-orange highlights improves readability while making critical points stand out. The design is text-focused, with occasional contrast blocks for testimonials and product explanations.
Standout Features:
It’s Time to Upgrade Your Features Page
Redesigning your features page using modern design tools can do a great deal for your marketing goals and website performance.
Start by identifying what truly matters to your customers. Use analytics to figure out which features are most used and put them front and center on the page.
Don’t forget to use the examples featured in this article to guide you through this process and inspire your design choices.
Ready to take your B2B website to the next level? Download Webstacks' Best B2B SaaS Websites eBook to discover more inspiring examples and actionable insights that can transform your digital presence.
