How to Write Epic App Store Descriptions

They say it’s not worth putting your effort into writing a good iOS app description. As it doesn’t impact the rankings anyway.

Of course, app icon and screenshots deserve more of your attention. But is the description really that useless?

What functions does it have to fulfill?

And how does one easily craft an effective description for their iOS product?

Today we’ll find all the answers

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Why does your app need a description?

Each element of metadata has its function in App Store. So what exactly a well-written description may contribute to?

Higher rankings: There is a possibility that keywords in description have a slight impact on App Store rankings.

Facilitated communication with your users: When users have issues with your app, they want to ask you questions. Support emails in the description will make it easier for users to reach you.

Increased sales: When downloading an app implies spending money, it takes some time to make a buying decision. When people are not convinced enough by the screenshots and the icon, they may read descriptions. If the app is described in a way that is hard to resist, they’ll buy it.

Now to more actionable tips.

Elements of an amazing app description

- keywords

Your list of keywords should be put together before you get down to description writing. (More on that in our post on ASO). Despite what many say about descriptions and how iTunes doesn’t place any value on keywords contained in there, we still insist on including your best keywords in your description text. Besides, people at searchman.com (see Top 10 Developer Tips iOS) think that keywords in description do impact your app’s ranking.

- awesomely crafted first three lines

80% of efforts you spend on writing an app description should be given over to crafting the first three lines. This is what your user will see above the fold when they open an app page. Only 225 characters of these 3 lines would be visible on iPhone, so keep them within these limits.

The above-the-fold part should contain information about a) what your app does and b) how it is different from similar apps.

Some even manage to include information about the app functionality and a call to action.

Check out a few inspiring examples:

Vine: Vine is the best way to see and share life in motion. Create short, beautiful, looping videos in a simple and fun way for your friends and family to see.

Flipboard: Flipboard is your personal magazine. It is the most popular way to catch up on the news, read stories from around the world and browse the articles, videos and photos friends are sharing. To begin, pick a few interests and tap any of the tiles to begin flipping through your personal magazine.

Angry birds: Use the unique powers of the Angry Birds to destroy the greedy pigs’ defenses!

VSCO: The Standard of Mobile Photography.
VSCO Cam is the premier way to shoot, edit and share your photographs.

- information about price changes

Your app is on sale? You are about to increase the prices? You are having a one-day-for-free campaign? Make sure the user knows about it right away.

- Contact details

Add email and/or links to social accounts

- Awards and stuff

If your app already enjoys some recognition, tell users about it. Include customer testimonials, list the app’s awards, quote blogs that have reviewed your app.

- Easily digestible layout

Don’t write long passages – use bullet point lists instead. Another great lifehack would be to write one powerful benefit somewhere in the middle of the text in capital letters. Even those who skim through the text rather than read it will notice that information.

- Call to action

Many forget that your app description is just like any other sales copy. Don’t forget to include a convincing call to action.

Final check

As someone has put it on Quora, a perfect description is supposed to convert a user from “curious” to “OK, I’ll give it a try”. So if your description fulfills that ultimate purpose, it’s ready to be submitted to iTunes Connect.

And remember that ASO is a never-ending process – update your description every time you add new keywords.

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