1. A website system comprising: a data store comprising a non-transitory computer readable medium storing website assets associated with a feature of a website that can be selectively activated, a set of objects organized in a hierarchy, the set of objects comprising a first object and a set of content items subordinate to the first object, and content associated with the feature, the content comprising a first content item subordinate to the first object in the hierarchy and associated with the feature; a website server coupled to the data store and a network, the website server comprising at least one device processor executing instructions to: receive a request from a client computing device for a web page comprising content associated with the feature; determine that the request is associated with the feature of the website; determine a status of the feature from metadata of the first object, the status including one of active or inactive; in response to determining that the feature has a first status, return to the client computing device a first web page file that does not include the content, including the first content item, associated with the feature, wherein the first web page file is a first version of the web page that does not include the content associated with the feature; and in response to determining that the feature has a second status, return to the client computing device a second web page file that does include the content, including the first content item, associated with the feature, wherein the second web page file is a second version of the web page that does include the content associated with the feature.