Write a compelling App Store description that will effectively market your app to your target audience and meet Apple’s requirements.
In this article:
- Formatting and technical specifications
- Brand voice and writing style
- What to include in your description
- Updating your description
Formatting and technical specifications
Readers will only be able to view approximately the first 1-2 sentences of your app description on the preview screen before having to tap a link to read the rest.
It’s essential to use your opening sentence to hook the reader’s attention. State your main value proposition or unique differentiator first:
Your full app description can contain a maximum of up to 4000 characters. It should be formatted as a single introductory paragraph followed by a feature list.
Use bullet point formatting for the feature list so it’s easy to read. And don’t overwhelm readers with an exhaustive feature list. Focus on highlighting your app’s most important or interesting features here:
Brand voice and writing style
Use your brand voice and tone when writing your app description. If you have a playful brand, feel free to use emojis.
Every word is important. Be engaging but concise. When editing your description, consider whether there are any sentences where you could say the same thing using less words.
Make sure you write at the reading level of your target audience. Simple language is usually most effective, unless you’re writing for a sophisticated reader about a specialized topic.
If you have an international customer base, avoid using idioms or other nuanced language that may be difficult for people from other cultural backgrounds to understand.
What to include in your description
Showcase the most valuable features of your app. Highlight what’s unique about the app and how using it will help the reader solve a problem or improve their life in a desirable way.
Consider including an accolade like an award or a rave review at the end of the description. You can also include social media links or a contact email if desired.
Adding search keywords to app descriptions isn’t likely to affect your ranking in the App Store, though it could provide some boost in Google Play. Use natural language and include keywords only when they make sense to a human reader.
Avoid including any prices in the description. Also, make sure not to add any notes about the app being in a testing or beta state, as such language is likely to be rejected by reviewers.
Updating your description
You’ll have the opportunity to update your app description each time you submit a new version of the app. Plan to go back and optimize your description later as you add new features or earn new accolades.
Google Play offers a helpful store listing experiments tool that you can use to A/B test different app descriptions.
And that’s how you can write an App Store description! Please vote below and let us know if you found this article helpful. We value your feedback. Thanks for being the best part of Kajabi!