Writing App Descriptions

How to write a good app description for mobile and TV apps

Updated over a week ago

For your app to stand out, it's essential to format the description well, so customers can easily read it and to help make sure that your app is approved with ease.

What TO DO ✅​

  1. Pay attention to grammar and punctuation. This has a big impact on the perception of your app's quality and polish. There may be the odd case where 'bad grammar on porpoise' is part of your tone, and how you captivate the audience. But outside of that, keeping language closer to formal.​

  2. Include your app benefits in your description. Ask yourself questions like: "What do people get from downloading your app? What is your proposition of value?". Answer these questions as succinctly as possible. ​

  3. Use simple, accessible language. Making your description easy to understand will increase your chances, as more people will understand it. ​

  4. Structure your description from most important to least important, even if you think everything is important. Explain your app in one sentence. Then expand with one paragraph, about 300 characters. You may want to describe your app more, but your customer may stop reading right here. Then expand with 2 or 3 extra paragraphs, keeping it below 1500 characters. Bullets are a good option too, for easy reading. Finally, if you still have more to say, of course, you can, just be aware the customer may not read the trailing part.

  5. Keep your description between 300 and 1500 characters. Some app store platforms may limit the answer to those lengths. It's OK to provide longer descriptions, but Uscreen may have to shorten, depending on the platform.

What NOT TO DO 🚫

  1. Don't self-rank your app. Sentences like "#1 app in the app store" will be rejected by the app stores. Superlative words that place your app as better than everything else will be rejected: "Best app for ..." will be rejected.

  2. No profanity. Even if your content and audience are geared toward an adult audience, the app store is not age-restricted. Although not prohibited, innuendo may have a likely chance of being rejected.

  3. No cryptic bullet lists of single words or terse statements. While it's OK to provide lists or bullets, try to be more descriptive. Make users excited about your content.

  4. No hyperbole and excessive punctuation. At the same time, your content may be the most awesome! OMG!!!!ONE!!!1!!!, this kind of description makes for a poor presentation and may rejected.

  5. Avoid adding testimonials as part of your App Description as we have seen these types of descriptions rejected.

These guidelines help you write a great description, encourage users to download your app and ensure your app is approved by the strict app store guidelines.

The example below for a painting inspiration app:

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