How to Write an App Description That Converts
TL;DR
A good description sells the value in the first two lines and answers the questions people have before they download. State what it does, who it is for, and why it is worth it, plainly.
Most people decide from the screenshots, but the description is where you close the download and set honest expectations. The first two lines show before the More button, so those have to carry the value. Every question you answer up front is a reason someone taps Get instead of backing out.
A structure you can reuse
- 1Line one: what the app does and who it is for, in plain words.
- 2The subtitle: a short line under the name that reinforces the value.
- 3The payoff: the outcome someone gets, not a list of features.
- 4Key features: three to five real capabilities, short and scannable.
- 5The details: pricing, what is free, and how a subscription works.
People reward clarity. If the app is a habit tracker for one specific routine, say that in line one rather than burying it under generic promises. Naming the exact person it is for makes the right browser feel seen, which usually means a higher download rate and better reviews.
Keep it scannable
Use short lines and small feature groups, not a wall of text. Someone skimming on their phone should catch what the app does and why it matters in a couple of seconds. Break features onto their own lines so nothing important gets lost in a paragraph.
Do not oversell. Skip "revolutionary, life-changing, must-have" filler. It reads as pushy and Apple's reviewers dislike inflated claims. State the outcome clearly, be honest about what is free versus paid, and let a clear listing do the convincing.
Common questions
How long should an app description be?
Long enough to cover the value, the audience, and the key features, but front-load the first two lines since those are all that show before the More button. A scannable description beats a long paragraph someone skims past on their phone.
What is the subtitle for?
It is the short line under your app name, up to 30 characters on Apple. Use it to reinforce the value and slip in a keyword, like "Simple habit tracker." It shows right next to the name, so it is prime real estate.
What should the first line say?
What the app does and who it is for, plainly. Those first two lines are all most people see before tapping More, so they have to carry the whole pitch. Lead with the outcome, not a generic slogan.
Should I list every feature?
No. Pick three to five real capabilities that matter and keep them short and scannable. A long feature dump reads as noise. Sell the outcome someone gets, then back it with a few concrete features.
Do keywords in the description help search?
On Apple, no, since the description is not indexed for search. On Google Play, the description does feed search, so use natural language there. Either way, focus the description on converting the visit into a download.
Can I reuse the same description across apps?
You can reuse a structure, but always rewrite the value, audience, and features for each app. A copied description with the wrong outcome confuses browsers and hurts conversion, and reviewers notice duplicate boilerplate.
Keep going
Get description feedback from members for $9/month
Get the other 12 in the starter stack, plus the full App Store Launch Club community - $9/mo, cancel anytime.
Join the Club