ScoreMySitePage structure
Benefits buried under feature lists
By Caleb Gross · Updated · Based on Jev AI scores of 57 pages
Short answer
Lead every section heading with the benefit the visitor gets, then use the body text to explain the feature that delivers it.
Feature sections often lead with the feature name (“Smart workflows”, “Real-time sync”) and only hint at why it matters. Visitors skim headings, so if the benefit is in the third sentence, it's invisible.
75%
of the 57 marked-up pages Jev scored have this issue
8.7/10
average scannability score across the leaderboard
Why it matters
This is the issue Jev flags most often in marked-up pages. People buy outcomes. Features only matter once a visitor can see what they get from them.
Signs your page has this problem
- Section headings are feature names or single words.
- The benefit only appears at the end of a paragraph, if at all.
- A section would make sense on a competitor's page unchanged.
How to fix it
- 1
Lead every section heading with the benefit
“Real-time sync” becomes “Everyone sees the same numbers, instantly”.
- 2
Use the body for the how
One or two short sentences on how the feature delivers that benefit.
- 3
Show it
A screenshot or short clip of the feature in use beats an abstract illustration.
The “so what?” test
For each feature, ask “so what?” until you reach something the customer cares about. “Automatic reminders” → so what? → “clients pay on time” → so what? → “you stop chasing money”. Use the last answer as the heading.
Before and after
Before
Smart workflows
After
Stop chasing approvals: requests route to the right person automatically
Checklist
- Every section heading states a benefit
- Feature names appear in the body, not the heading
- Each section has a real product visual
Pages that get this right
The highest scannability scores on the ScoreMySite leaderboard.
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Questions
What's the difference between features and benefits?
A feature is what the product has or does. A benefit is what the customer gets from it. “Auto-reminders” is a feature; “get paid faster” is the benefit.
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More landing page mistakes
Page structure
Sections that don't land
Sections that are unclear, too long or missing a point.
Page structure
Hard-to-scan walls of text
Dense paragraphs that visitors skip instead of read.
Page structure
No screenshots of the actual product
Abstract art and icons instead of showing what people will use.
Page structure
Not answering objections
Visitors leave with questions about price, setup, data and switching.
Page structure
Hiding your pricing
No prices, or “Contact sales” for a product people could buy alone.
Headline
Your headline doesn't say what you sell
Clever or abstract headlines make visitors guess what the product is.