How to Write an App Description That Drives Local Downloads By Andrew Gazdecki

JuralMin / Pixabay

Writing a persuasive app description is a crucial part of App Store Optimization, but it is often overlooked by app publishers. Before we jump in, it is important to note that crafting an app description for your local business is different than writing one for any other sort of app. It is less about getting found in the app store, and more about getting recognized by your current customers. More specifically, if you are a local pizza shop, you want your regulars to be able to easily recognize which app is yours when they search the app store to download it.

The most important thing to consider is that you have 255 characters to convey your app’s worth. That is roughly 3-4 lines of text that a user gets to see on your app’s profile without having to tap on “more” to extend to the full description. This first block of the Description is known as “above the fold” text that is shown to the user without them having to make an effort to dig deeper. Users will only click the “more” button if the initial piece of text excites or intrigues them. Unfortunately, less than 2% of app store users actually open the full app description – many ignore it entirely. As a result, your app’s description – especially the first 3 sentences – should convey the value of your app and appeal to their needs.

app description

The app description is also intertwined with search queries in both the Apple App Store and the Google Play Store, but they have a different algorithm implemented. For the Google Play Store, your app description is extremely relevant for ranking in search results. Google will pull keywords from this text in order to decide its category and relevance. So make sure to add your keywords in the first few lines of the app description in a natural way (N.B. do not force them in there or use keyword stuffing).

For the Apple App Store, iOS does not scan your app description text for keywords. In this case, the “keyword” field is going to be the most important place to include them. However, this does not mean that you should leave them out of your App Store description. If someone were to search for an iOS app on Google.com, Google would still use your app description to determine the search results.

Writing tips:

  • Reward: Best practices for app marketing include offering an instant reward for customers who download the app. For instance, “10% off your first order when you download the app.” The app description is a great opportunity to highlight this reward or offer. By leading with this, your customer will understand the value of downloading the app at first glance.
  • Localization: As we mentioned, your need customers need to be able to recognize you in the app store. While this starts with your app icon, users will most likely scroll to the description to make sure they are downloading the right app. For this reason, you should provide a short introduction of your businesses, including the location (i.e. Pizza Project in La Jolla, CA).
  • Key features: Even if your app has 20 different functions, focus on mentioning only the core features. You can highlight each of these features by showing how it will help your customers. Make use of bullet points here, as it is friendly to fast reading.
  • Credibility: The description should also include a credibility statement. The best way to do this for a local business is by including a one-sentence customer review alluding to the app’s value. This third-party endorsement will help to build credibility when there are no reviews for your app yet.
  • Narration: According to Entrepreneur, “the form and manner of the entire narration of the description should be from the point of view of how a user would use the app, rather than from your own point of view as the creator.” The user should be able to picture themselves using the app and value its features.

If you follow this simple template, you can create a description that works in your app’s favor:

App Description Template for Small Businesses

**Good place to enter your promotion**

Name your restaurant, it’s location and a unique value (make sure people know they have the right establishment). Give a short description of the apps main functions, i.e. what will they app downloader get.

  • Feature: Benefit of this feature
  • Feature: Benefit of this feature
  • Feature: Benefit of this feature
  • Feature: Benefit of this feature

“Add the best review or quote here from one of your customers, either about the app or about your business” – Name

App Description Example

**Get a free 24oz. drink when your download our app!**

Pizza Palace in San Diego is the place for friends, family, and the Best Pizza in town. This app is a convenient way to order, pay and pick up our Italian specialties. Rewards are built in, so you can start collecting stamps towards free pizza and sandwiches as soon as you download the app!

  • Mobile ordering: Place your order and pick it up from the store.
  • Rewards: Collect stamps and redeem rewards for a free pizza or sandwich.
  • Menu: View our entire menu on the app.
  • News: Stay up-to-date with offers and events with our personalized messages.

“The pizza has the most delightful, flaky crust and homemade pizza sauce. Just the right amount of garlic and tomato perfectly proportioned and topped with the best cheese.” – The Foodies

Conclusion:

Writing your app description might come as an afterthought, however, it is equally important as any other part of your app’s listing. It can contribute to more downloads and more highly engaged app users. Follow Entrepreneur’s advice, “treat your app store description as the product’s advertising copy where you have to get your customers emotionally excited about downloading and using the product.”

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