How to Write an App Store Description That Converts (With Templates)

Nobody Reads Your Description (Until They Do)

Here's a paradox: most users never read your app description. They decide based on screenshots and ratings.

But the users who DO read? They're your most qualified leads. They're seriously considering your app and want more information.

Your description isn't for everyone. It's for the users who are 80% convinced and need that final push.

And most developers completely waste this opportunity.

The 3-Second Rule

Users see the first 3 lines of your description before tapping "More."

On iOS, that's roughly 170 characters. On Android, it varies by device.

This is your hook. If you don't grab them in 3 lines, they'll never see the rest.

Bad First 3 Lines

"Welcome to TaskMaster! TaskMaster is a powerful task management application that helps you organize your daily activities. Our app features a beautiful interface..."

Boring. Generic. Says nothing specific.

Good First 3 Lines

"Forget about deadlines forever. TaskMaster users complete 40% more tasks—because we remind you before you forget. Join 50,000 productive people."

Specific benefit. Social proof. Emotional hook.

The 5-Part Description Formula

After testing hundreds of descriptions, I've found this structure converts best:

Part 1: The Hook (First 3 Lines)

Part 2: The Problem (1 paragraph)

Part 3: The Solution (2-3 paragraphs)

Part 4: Social Proof (1 paragraph)

Part 5: The Close (1-2 lines)

Template 1: The Problem-Solution Description

Perfect for: Utility apps, productivity apps, apps solving clear pain points

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[Hook: Benefit + Number + Social Proof]

Stop losing track of your expenses. Users save an average of $340/month with BudgetBuddy. Join 100,000+ people taking control of their money.

[Problem]

You know you should track spending, but spreadsheets are tedious, and most apps are confusing. Meanwhile, money disappears and you wonder where it went.

[Solution]

BudgetBuddy makes it effortless:

• Snap a photo of any receipt—we'll categorize it automatically

• See exactly where your money goes with visual breakdowns

• Get gentle reminders before you overspend

No complicated setup. No manual entry. Just clarity.

[Social Proof]

"Finally, an app I actually use!" — Featured in Forbes

"This changed my financial life" — 15,000+ 5-star reviews

[Close]

Download free and see where your money really goes. Premium features available if you want more power.

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Template 2: The Story Description

Perfect for: Personal apps, creative apps, apps from indie developers

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[Hook: Personal + Intrigue]

I built this app because I was drowning in to-do lists. Three years and 200,000 users later, we might have solved task management.

[Story]

In 2021, I was using 4 different apps to manage my tasks—and still missing deadlines. I was frustrated, and I wasn't alone.

So I built Tasker. One app. One list. Zero stress.

[What Makes It Different]

Unlike other task apps, Tasker doesn't overwhelm you:

• Only see tasks that matter TODAY

• Smart rescheduling when life happens

• 30-second daily review (not 30 minutes)

[Results]

Users report feeling "finally in control" within the first week. Our completion rate is 73%—compared to the industry average of 31%.

[Close]

Try it free for 7 days. Your sanity will thank you.

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Template 3: The Feature-Focused Description

Perfect for: Technical apps, apps with unique features, developer tools

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[Hook: Feature + Benefit]

The only code editor that runs Python, JavaScript, and Swift—offline, on your phone.

[For Who]

Built for developers who code on the go. Write on your commute. Debug at the coffee shop. Ship from anywhere.

[Key Features]

Syntax highlighting for 50+ languages

• Built-in terminal and interpreter

• Git integration (pull, commit, push)

• iCloud sync across all devices

• Dark mode (obviously)

[Technical Credibility]

Powered by the same engine as VS Code. Native performance. No compromises.

[Social Proof]

#1 Developer Tool in 47 countries

4.9 stars from 12,000+ developers

Featured in Apple's "Apps We Love"

[Close]

Free to download. Pro features for power users.

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Words That Convert (Use These)

Power Words

Specificity Words

Emotional Words

Words That Kill Conversions (Avoid These)

Vague Claims

Technical Jargon

Overused Phrases

Common Mistakes

Mistake 1: Writing for App Store Reviewers

Your description is for USERS, not for the people approving your app. Don't write corporate-speak.

Mistake 2: Listing Every Feature

Pick your top 3-5 features. More isn't better—it's overwhelming.

Mistake 3: No Formatting

Walls of text don't get read. Use:

Mistake 4: Forgetting the Call to Action

Every description should end with a clear next step.

Mistake 5: Copying Competitors

If your description sounds like everyone else's, you'll blend in—and lose.

The Editing Checklist

Before you publish, verify:

Put It All Together

Your app description is sales copy. Treat it like one.

But remember: your description supports your screenshots and icon. It doesn't replace them.

For most users, the decision happens before they read a word. Create screenshots that do the heavy lifting with , then use your description to close the deal.Shotsy

Create screenshots that convert →