6 Steps To Craft App Description Featured Image

6 Steps To Craft App Store Description That Converts [Inforgraphic]

App store description is one of the most important parts of your app profile. Optimizing your app description can directly improve your conversion and can also help your app rank.

Many new mobile app developers are overlooking the opportunity and the advantage of having solid app store description. I have seen some apps that have an inadequate app description that doesn’t even connects and persuades their potential app user. So here, let’s take a look how to craft a better app description:

6 Steps To Write Better App Description That Converts

6 Steps To Craft App Description That Converts Infographic (1)

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Well, that hideous infographic has explained it all in very short period, but if you want to know more, I recommend you to read the whole article below.

#1 Create Enticing and Solid Intro

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You want to impress your potential app users as soon as possible.

Write alluring and beautiful intro, at least in first and two sentences of for your app description. Crafting an enticing introduction will tempt them to open and read the rest of your app description. What makes introductions unique is they can be seen without having to click “read more.”

You will also want your first sentence short as possible.

The reason for this using short sentences is that people on the internet hate seeing blocks of words and have short attention period. Keep your introduction for your app description brief as most of the app users, or readers, in general, want to go straight to the main article immediately.

Personally, I’m a big fan of short sentences; they are faster to read and easier to understand.

#2 Write Inspiring Sales Copy

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This is the part where the persuasion starts.

Okay, so after you manage to engage your potential app users with your impressive introduction, don’t let them just get away. Right after your introduction, you should always follow it with stable and efficient sales copy. The standard practice for app store description is to connect with your potential app users.

There are different ways to connect with your potential users. Copyblogger.com have some splendid list how to write better sales copy. I recommend you reading it: 10 Ways To Write Damn Good Copy written by Demian Farnworth.

To save some time, I included my favorite points in this article that should serve as a summary, but I recommend you to still visit the article for more information. Try to apply and test these techniques to your app description:

  1. Plain Copy – The primary approach for sales copy. It introduces the product without any scheme, sophistication, and sweet talk. There is no conversation or plot, just plain business copy.
  2. Story Copy – Story copy is a bit complicated, but the important thing is you should connect to your potential app users. Story copy includes four essential traits: Opening – Conflict – Dialogue – Solution.
  3. Superlative Copy – I think this is the most famous in the world of advertising. A superlative copy is where you make eccentric claims. Like this actual ad: “Obey this one weird loophole to get car insurance as low as $9”. Always a follow it with reliable statistics, testimonials, reviews, or research.

If you want your app description to have a professional look, I suggest some advice from a real copywriter. I’m not a copywriter (I suck at writing, actually) so I recommend reading more articles and tips about copywriting.

Put Your Main Keywords In First Few Sentences

Putting your main keywords in the very beginning of your app description is useful for app store optimization and can increase your app rankings, for Google Play at least.

Does Google Play Store Index Your App Description?

Yes, they do get indexed. Including some of your major app keywords to your description can act as ranking signals to help Google Play Store find your app. The “common app store optimization practice” for app descriptions is to include your keywords in at least first eighty to one hundred characters.

I also think Google is using almost the same algorithm that they use in their web search engine. They boldly told us that we should follow basic search engine optimization guideline for writing our app store description.

I am currently doing some research about Google Play App Description and how they affect rankings. I might post the articles this August 2016. Be sure to sign up to my newsletter to get you updated.

Does Apple App Store Index Your App Description?

At this very moment, most experts will agree that Apple is not using app description on their search algorithm to calculate app store rankings. As the time of writing, using app description doesn’t have any ranking impact.

But Should You Still Use Keywords For Apple App Store?

While putting keywords in Apple App Store description currently doesn’t affect app ranking in any other way. Personally, I will still include my main keywords for Apple. I have two reasons for this:

  1. Your app will look more relevant to your potential app users.
  2. I believe Apple is currently upgrading and enhancing their search algorithm, and it’s better to be ready as early as possible.
  3. You will lose nothing.

#3 List Your App’s Feature

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Make your app description scannable.

After the excellent introduction and short sales copy in your app description, be sure to follow with the list of your app’s features and functionality. Lists make your content easier to scan.

For me, this is the most important part of your app store description and serves as the body of your app description. While listing your app features, make sure that your app stands out from your competitors. List all your app’s best features and functions that will benefit your app users. You can also highlight the things your competitors doesn’t have. Here are also some tips to improve your list:

Tips For Your App Feature List

There are a lot of techniques to improve your list. I’m not expert but here are also some tips for you when making list of your app feature:

  1. Make you app list scannable – No one reads a block of text on the internet anymore. Admit it. So this is my number one tip for you. Make it highly scannable.
  2. Use bold – Just like this list. You can use bold to quickly emphasize your app features. But don’t go overboard as it also looks annoying if not used correctly. Right?
  4. Mind the spaces – Creating whitespace can help your potential app users not to feel submerged in text and words.
  5. Use Short Paragraphs – As I said earlier, I’m a fan of short sentences and paragraphs as they are easier to read and understand.

#4 Include Your App’s Reviews And Awards

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Make sure you also include some of your awesome positive reviews, awards, feedbacks, testimonials, etc.

Reviews and other forms of recognitions are great to start to building trust with your potential app users. Including a small snippet from one of your app reviews from famous and well-known websites is a sign of credibility.

Take Note: Google is banning apps who use user testimonials in their app description as this can be easily manipulated. A good way to add reviews is to put a link inside your app description.

Also, it crucial to have site reviews or awards if you have a paid app. Unlike free apps where users can just download your free apps because there are no strings attached when installing, paid apps without any positive user reviews or site reviews might have a hard time acquiring new app users.

It is useful especially if your app is not a big brand as it gives your app legitimacy, credibility, and authority. Feel free to boast sometimes; those are your app’s achievement after all.

As a consumer, I think it’s great when an app you are just eyeing have some great review and feedback from some personalities or websites. It excites me to download and try the app. Even if it’s bad or just doesn’t fit my taste, the good thing is you made me download your app. You engaged me as a consumer.

#5 Permission Request And Disclaimers

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Although it is unnecessary, placing permission request, disclaimers, and other notices is getting popular these days.

App Permissions

The best practice is to include all app permission you are asking, especially for the sensitive and questionable data. If your app also has Terms of Use and Privacy Policy, it is also relevant to include them.

Although there are options to see permission request details, I think it is still better to incorporate it in your app description. There is a lot of reason for this but the main reason why more and more app developers putting permission request in their app store description is that it gives transparency. Unlike before, app users are cautious when it comes to giving permission to access their personal data.

Disclaimers And Other Messages

Some apps also include notices for ads and affiliate links . Others also include parental guide how safe your app with children. You can also put your app’s goal and mission that will serve like “About page” inside your app description.

#6 Links And Contacts

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Nothing fancy, don’t forget to include links related to your app.

It will be wise to put your app’s website, social media accounts like Facebook, Instagram, Tumblr, Twitter, LinkedIn and sites like TechCrunch and Yelp. Also, don’t forget to add contact emails and other related links like basic information, guides, and FAQ.

Aside from the sake of professionalism and credibility, including some links related to your app is a great signal to your potential app users to show your app is legit.

Major social media accounts like Facebook, Instagram, or Twitter is mostly the first option when getting a complaint from your app users. You can also redirect and contact them through social media for a faster conversation to resolve any problems.

Don’t Forget To Follow The Guidelines

It’ also good to revisit some of App Description Guidelines. Don’t forget to follow and get some tips straight from Apple and Google. Those tips are the best tips you can get. Also look how both of them hates keywords spamming aka keyword stuffing.

If you want to know more about Apple’s developer guidelines, go here: App Store Product Page

Provide your audience with an engaging description that highlights the features and functionality of your app. The ideal description is a concise, attention-grabbing paragraph followed by a short list of main features. Let potential users know what makes your app unique and why they will love it. Communicate in the tone of your brand, and use terminology your target audience will appreciate and understand.

The first few sentences of your description are the most important — this is what users can read without having to tap to read more. Every word counts, so focus your description on your app’s unique features. If you choose to mention an accolade, we recommend putting it at the end of the description.

Don’t add unnecessary keywords to your description in an attempt to affect search results. This provides a bad experience for users and can create a negative impression of your app’s quality.

Also avoid including specific prices in your app description. Pricing is already shown on the product page, and references within the description won’t be accurate in all countries and territories.


If you want to know more about Google’s developer guidelines, go here: Get Discovered On Google Play Search

Focus on your users and what they will get from your app.

Review your app’s description on the Google Play app and web store to ensure that the most vital text is visible “above the fold”.

Use SEO Best Practices in your Description, but be mindful of Google Play Content Policies regarding SPAM and IP Infringement (e.g. keyword spamming, impersonation, etc).


Writing app description is not easy but not impossible. I see app store description as the “body” of app profile pages and should be optimized that suits your audience or potential app users. While following this tips, I can’t guarantee a superb boost in your app downloads and acquisitions, having an app description that is better than your competitors is always good in any for of way. Lastly, please don’t forget that Google does index their app description.

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