UI Design
4 min read

6 Principles of an Effective SaaS Features Page with 24 Examples to Get Inspired From

Written by
Saad Arafat
Published on
July 28, 2022


When designing a SaaS website. There are a few standardized pages across all SaaS businesses, one of which is the features page, also known as the solutions, products, or services page.

The information architecture of your “Features pages” plays a critical role in conveying the value of your software to your prospects and will make converting them into clients simpler and faster when done right.

So, in this article, you’ll get two things: first, what makes a damn good features page and how we at UNIMA approach this page. Second, you’ll get 20 examples to get inspired from.

What makes a damn good features page?

Here at UNIMA, we approach the features page with 6 main principles. These principles ensure an enhanced user experience, targeted copy, and well-laid-out information architecture.

  1. Focus on the benefits first, then on features
  2. Focus on presenting the benefits from the user's point of view
  3. Group similar benefits under one solution bucket
  4. Use the jargon of the market
  5. Present the use cases of each benefit
  6. Include product shots or illustrations that help visualize the product

So with these principles in mind, we can move on to the types of features pages and the best one that fits the solutions offered.

What are the types of features pages?

Depending on the complexity of your software, you have different approaches that’ll help you convey the value of your software without using too many words, pages, or time. So no matter if you have straightforward software or multiple solutions and software that you’re selling under the same brand, you should be able to convey the appropriate feature to the right audience, and they should be able to locate it fast. Of course, like we always say at UNIMA, those are just a few approaches, and it doesn’t mean that other methods won’t work. So here are the types of pages.

1. Straight to the point one pager

Every SaaS business provides value/benefit to its users in one way or another. For example, you can see that Play is focused on one product only "To provide its users with the best iOS design tool for creating mobile products". See the example below 👇. This type of approach is suitable for when you have one product, one benefit, and one goal. So in the case of Play, it works perfectly for them since they can clearly convey to their users how they can benefit from their tool and what are the benefits and features they’re getting out of it.

2. Features bucket pages

The second page type follows the 3rd principle we at UNIMA follow when approaching features page user experience design. This is focused on grouping the features into buckets. See the below example from Kisi. This type of page is suitable for them due to how rich their software is, which means if they just went on and listed all the features in one or two pages, most of it won’t be discovered by potential clients and will lead to a horrible user experience on their site. Additionally, they went the extra mile by mentioning the use case of each feature to make it even easier for the prospect to locate the information they’re most interested in.

3. For multiple product/solutions software

Another approach is designing your features pages based on product breakdown. See the example from Hunter. This approach helps the visitor understand how they can use the software and the outcomes of each product you're offering, as each product is designed to achieve a specific goal.

4. For multiple personas/use cases

If your software is used by multiple industries, then you definitely need to showcase and break down the features of your software by user/industry/persona. See the example from Loom. This approach will help the visitors relate to your software and know it’s the right fit for them. Additionally, this approach will help you nail down the jargon used in each industry, which positions your software as the go-to solution for each industry and not just a general software that’s trying to solve everyone’s problems.

So these are the four categories of feature pages you might need to have a well-executed SaaS feature page. Next, you’ll get 20 websites with well-designed feature pages that you can get inspired by, on top of the previous 4.

1. Hello Bonsai

2. Toggl

3. Intercom

4. Zendesk

5. Kajabi

6. LzLabs

7. beau

8. nomod

9. ClickUp

10. Stripe

11. encharge

12. WP Rocket

13. Streak

14. Catch

15. FullCircl

16. Draftbit

17. Produck

18. DocuSign

19. Slack

20. Evernote

The Takeaway

You should present the benefit of your software clearly to your audience in a manner that resonates well with them. The simpler the page is, the faster they'll get what they're looking for and hit that GET STARTED button instead of trying to learn more from your competitors.

If you are currently struggling to get results out of your SaaS website and looking for a team that takes care of that for you, or you want to learn how we help our clients get the results they are looking for with strategy backed websites let’s strike a conversation over a call to learn how we can help your SaaS website get you more clients.

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