A feature-benefit matrix is a simple three-column table: Feature | Benefit | Proof. You fill it out before writing a single line of landing page copy. Column one lists what your product does. Column two translates that into what the customer gets. Column three provides evidence — a number, a testimonial, a comparison.
Why this matters: most landing pages are written stream-of-consciousness. The founder starts typing, lists features they're proud of, adds some marketing language, and ships it. The result is a page that makes sense to the team but leaves visitors asking "so what?" A matrix forces you to answer "so what?" for every single feature before you write.
How to build one that actually helps
Start with your top 5-7 features. For each, ask: "If I removed this feature, what would the customer lose?" That loss is your benefit, reframed positively. "Automated reporting" → "You'd lose 4 hours every Monday pulling numbers manually" → Benefit: "Get your Monday mornings back — reports generate themselves." Then find proof: "Average customer saves 4.2 hours per week on reporting."
The matrix also reveals which features don't have strong benefits — those get cut from the landing page or buried in a secondary section. Not every feature deserves above-the-fold real estate. Let the matrix decide your content hierarchy, not internal politics.