Your site is probably using a “Features and Benefits” page to publicize your product – the type of page that describes the product instead of describing the struggle.

But, maybe that page no longer works for you, and you need to try something else.

Your Generic “Features and Benefits” Page Doesn’t Seem to Work

I’ve tried creating a page that talks about my product. I describe the product, show off some features, I show off some benefits, and I even describe the problem it solves. But… it’s not connecting with anyone.

A “Features and Benefits” page has a structure that looks like this:

  1. Hero
  2. Social Proof
  3. CTA
  4. Features
  5. CTA
  6. Footer

Yeah, that’s the type of page I have. I know it’s generic and everybody has a page like that, so I figured it must be what works.

Well, it does work, but maybe not in your situation. A “Features and Benefits” page works okay especially when this criteria is met:

Features and Benefits Pages Work When There’s an Established Mindset…

In the article about The Best Order of Elements For Your Landing Page, I wrote about this heuristic for using a “Features and Benefits” page layout that starts with a hero section.

If your audience has an established mindset for the product and its need, starting with a Hero describing the product is not a bad idea. Less is more, to the point, nothing wrong here.

I’ll give you an example of “established mindset”:

You know those live-chat bubbles at the bottom-right of websites you see nowadays? Well, they didn’t use to exist. Before those were a thing, there was a struggle, and the struggle looked like this:

Intercom home page from 2015, sporting a Struggle-First style page

Intercom was the one that put the live-chat bubbles on the market before there was an established mindset about live chat bubbles.

The struggle people were having? On the left of that image, that was the struggle: a mess of ways to communicate with your customers, not connected to their context within the app.

Intercom had a Struggle-First page when it started because there was no “established mindset” for live-chat bubbles.

But now that Intercom has created the market, there’s an established mindset about the solution, and now Intercom no longer has to explain the struggle to their visitors. They can have a page that looks like this.

Intercom's home page as of December 2019

See what I mean? Established mindset. Do you have it for your product?

I Don’t Think There’s an Established Mindset for My Product

If that’s the case, it’s a safe bet that you’ll benefit from a Struggle-First page for your product or service.

Stay Sharp.