How to write app descriptions that drive discoverability and installs

A mobile app description is more than just a summary of your app’s features. It’s a marketing tool that can influence a user’s decision to download your app. Both the Apple App Store and Google Play Store provide a limited space to make a great first impression, so every word counts. Let’s look at what you need to know to drive industry-leading engagement (and conversions!) on your app store pages.

If your app is available for both iOS and Android, your description will require a tailored approach to meet each platform's specific guidelines and best practices. Understanding these basics can help you optimize your app description to maximize its effectiveness for both audiences.

iOS app description guidelines for the Apple App Store

Your description will be limited to 4,000 characters, but only the first three lines (around 255 characters) are immediately visible. Summarize the app’s key value proposition there. You can incorporate keywords into the description, but you’ll have a separate keyword field to work within as well. You’ll also have a 170-character promotional text field to highlight time-sensitive information such as sales, new features, or updates.

Android app description guidelines for the Google Play Store

Google Play also allows a 4,000-character description. The short description is limited to 80 characters and should be engaging and keyword-rich. You will have to incorporate all important keywords into your text as there isn’t a separate keyword field.

1. Kick it off with a bang

Start with a hook that grabs the user’s attention and clearly conveys the app’s value in the first few lines, as this is often the only part users will read before deciding to continue. Ensure these opening lines are engaging and provide immediate insight into the app's main benefits.

2. Highlight the core value-driving benefits

Highlight the unique features and benefits that set your app apart from competitors. Clearly explain how your app solves a problem or improves the user’s life, making sure users understand the value they’ll get from downloading your app.

3. Use clear and concise language

Use language that is easy to understand, avoiding technical jargon that might confuse potential users. Write in short, digestible sentences to maintain the reader's interest and improve readability. Use capitals for section headings and bullet points to list key features and benefits, making the description easier to scan and understand.

4. Incorporate platform-specific keywords

Conduct keyword research to identify high-ranking keywords relevant to your app and the corresponding platform. Integrate these keywords naturally throughout the description to improve discoverability without resorting to keyword stuffing.

5. Localize your app description

Localization means translating your mobile app description into different languages to reach a broader audience and ensuring the translated content is culturally relevant and appealing to the target audience in different regions.

6. Keep your description updated and leverage seasonality

Regularly update your app description to reflect new features, improvements, and seasonal events. Tailor your description to reflect seasonal events or holidays and highlight any seasonal promotions or discounts. Keywords will also change over time, so make sure to renew your keyword research and reflect changes in a fresh description. These strategic edits, among many other tactics, are known as app store optimization (ASO).

1. Entertainment app Twitch

Why it works:

• Uses brand-appropriate tone and language relevant to its audience, like ‘lulz’.
• Breaks benefits down into a list and spaces sections out with line breaks.
• Includes social proof.