So you’ve built your app, tested it and tested it again. You’re ready for the whole world to download your hard work, but you’ve just remembered there’s one last thing to do. Writing your app store description. It’s such an important step to launching an application and is a great way to push organic traffic and downloads for your app.

When writing your app store description it is important that you sell your app in the best way possible, and appeal to any potential users.

Working with apps everyday means we deal with app store descriptions a lot, these are some of the best ways to ensure your description has the best potential sales pitch for your app.

Short and sweet

Did you know that in an iOS app store description you only get around 255 characters to sell your app,  before the user has to click the more link. A lot of users will never click that more link and so the first part of your description is extra important. To get the full description read by a user you really need to grip the user from the initial 255 characters.

You really want to portray what exactly it is your application does in the initial ‘above the fold’ text. Here is a chance to get the user emotionally involved by explaining why they can’t live without your app. This can be done by focusing on some killer features or where the app has been featured.

New app? Never featured on Mashable? Product Hunt doesn’t know you exist? Don’t worry we can’t all get $85million seed funding. You just need to focus on your killer features and why you decided to make the app in the first place.

Medium is a really good example of how to use words to sell your app. These guys make every update funny and engaging. 

Write for your audience

Seems simple enough right? but you’d be surprised how often this is done incorrectly. If your app is aimed at the youth of today, think Snapchat, Tinder, etc there’s no point in writing your app store description in formal, technical english. All your target audience wants to know is if they can join, and how easy it is to get the butterly filter on their face to make them look beautiful.

You ideally want the user to be able to imagine themselves using the application as soon as they are a sentence in. Once you get them to connect to the idea of your application, they will either download or continue reading below the fold.

Emphasise key features

I know your app does everything under the sun, but It’s important to focus on the key features here, the features that are going to get your target audience excited.

It’s important to highlight a few key features here, what made you decide your application was a good idea, what is your unique selling point?

Don’t worry about selling everything here, you just need users to download the app, they will figure out the rest of your amazing features when they play on it.

What problem did your app solve?

Before your user has made their final decision on whether to download your app, tell them why your app is perfect for them. What problem does your app solve that will help them with their everyday life. This is your sign off sentence, you need to sell it here. Connect with the user. If it isn’t blatantly obvious what problem your app solves don’t be afraid to show a scenario to help them imagine the app being used in their life.


Don’t worry if these don’t apply to your app yet, hopefully they will come with time. These are just some extras you might want to include. Has your app been featured anywhere? Any juicy press releases? Anyone of importance said your app is the best thing since sliced bread? If so include them, definitely include them!

As your app comes of age you can update your description with figures such as downloads, awards, mentions, testimonials etc. These will all help build trust with your application.

Follow all of the above and before you know it, Facebook will be buying your app for around $1 Billion*.

*Your experiences may vary…