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How to Write an App Store Listing That Gets Approved and Gets Downloads

H
HowToApprove Editorial Team
•2025-04-05•7 min read

How to Write an App Store Listing That Gets Approved and Gets Downloads

Bottom line: A strong App Store listing has two jobs: pass Apple's review guidelines and convert browsers to installers. Both goals use the same content — accurate descriptions, honest screenshots, and clear keyword targeting. Getting one right usually gets you both.

App Store Listing Structure

App Name (30 characters)

The name must match your app's actual name — no keyword stuffing, no competitor names, no generic terms. Apple rejects names like "Best Photo Editor - Free."

Good: Notion — Notes, Projects, Docs

Bad: Notes App - Best Notepad Free

Subtitle (30 characters)

The subtitle appears under your app name in search results and is indexed for keywords. Use it to describe the primary use case with 1–2 high-value keywords.

Good: Track habits & build routines

Bad: #1 App, Best, Amazing, Must-Have

Description (4,000 characters)

The first 3 lines appear before the "more" truncation — make them count. Apple reviewers read the full description to verify it matches the actual app.

Structure:

  • First 3 lines: Primary value proposition + top 2 features
  • Bullet list: 5–8 key features (use plain •, not emojis in excess)
  • Middle section: Who the app is for, use cases
  • Final section: Privacy note, subscription terms, links

    • Keywords Field (100 characters)

    Apple indexes the keywords field, your title, and your subtitle. Do not repeat words that appear in your title or subtitle — that wastes keyword space.

    Tactics:

  • Use singular form only (iOS indexes plurals automatically)
  • Separate keywords with commas, no spaces after commas
  • Include competitor-adjacent keywords (not competitor names)
  • Update keywords every 2–3 months based on performance

    • Screenshots (3–10 required)

    Screenshots are the highest-impact conversion element. They must accurately represent the current app UI — not wireframes or redesigns.

    Best practices:

  • Show the most valuable feature in screenshot 1
  • Use device frames (iPhone 15 Pro for primary)
  • Add 3–5 words of context text to each screenshot
  • Show the app in use, not just a settings screen

    • App Preview Video (optional but recommended)

    Apple allows 30-second preview videos. Apps with preview videos convert 25–35% better in search results. Show real user flows — not a marketing montage.

    Common Listing Mistakes That Cause Rejection

  • Screenshots don't match current UI — Apple reviewers test the app and compare to screenshots
  • Description claims "Free" but app has a paywall — disclose all paid features
  • Keywords include competitor app names — violates App Store guidelines
  • Description promises features not yet in the app — reviewers check every claim
  • Content rating doesn't match content — review the questionnaire carefully

    • ASO Optimization After Approval

    Once approved, use these signals to improve ranking:

  • Ratings and reviews: Ask users to rate the app at a natural moment (after completing a task, not at launch)
  • Update frequency: Apps updated monthly rank higher than stale apps
  • Conversion rate: A higher tap-to-install ratio signals quality to Apple's algorithm
  • Engagement: Daily active users and session length factor into category rankings

    • Frequently Asked Questions

    Can I change my app's keywords after approval?

    Yes. You can update keywords, description, and subtitle with each new version submission. Changes take effect after Apple approves the new version.

    Do keywords in reviews affect ranking?

    Apple has confirmed that user-generated reviews do not affect keyword ranking. Only the name, subtitle, and keywords field are indexed.

    How long until keyword changes affect rankings?

    Typically 2–5 days after a new version goes live.

    Should I localize my App Store listing?

    Yes, if your app has users in non-English markets. Localized listings rank in local App Store searches. Apps with full localization (name + screenshots + description) see 26% higher conversion in non-English markets.

    #app store listing#app store optimization#ASO#apple app store

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