How to Write an iTune’s App Description

While the new App Store doesn’t place an immediate emphasis on the iTune’s description, it’s still vital for developers to focus on writing one that sells. This description is often the first impression about an app or game. 

An iTune’s description can turn potential customers away if it doesn’t grab their attention. Not enough information, too many misspellings and no listed features are a few reasons why people may avoid purchasing your app. Here are a few key points to help you with the structure of writing an App Store description.


1) A compelling introduction. The intro needs to state what the app does, and why it is the best. The first line is what sells the app. Be sure to not only state what it is, but how it can help, who it is for and why users should buy it. These first couple of lines are often what readers see first before tapping on the “More” button so you really need to sell it in as few words as possible.

2) Add a list of features. If you examine some of the top-selling apps, you’ll notice that there’s always a list of key features. There will be a short title about what it can do with a list of key features under it that are usually bulleted. When listing the features, try to organize them under subheads so readers aren’t overwhelmed with everything that the app or game can do.

3) Be honest. If it requires in-app purchases, doesn’t work on fourth-generation iPod touches, there are limitations or it has advertisements, be sure to state this clearly in the description. There’s nothing users hate more than being lied to or deceived, and they’ll let you know by leaving negative reviews. Honesty is always the best policy.

4) Include review quotes. Some developers dive right in and pull quotes from app review websites, while others write a short paragraph telling customers why it is so great. Using quotes is fine, but avoid adding too many or it will clutter the description. Quotes from review website as well as users can really help customers who need that extra push to buy the app.

5) Add popular keywords. If you don’t know a lot about search engine optimization, you should really read up on it. There are popular keyword phrases that people will use to find your app whether on Google or the App Store. Be sure to include these SEO keywords wisely without saturating the description with them. For instance, if you are writing a description for a platformer include words like “side-scrolling,” “shoot-em-up,” “retro” or any other popular search terms that describes your game, but don’t use every adjective or modifier out there. Only stick with what describes your app best.

6) Avoid clutter. Writing long chunks of text without paragraph breaks can look bad on smaller iOS screens. Keep in mind that readers will be viewing the description on their iPad, iPhone, iPod touch, Mac book or PC. In order to keep everything organized, utilize line breaks, subheadings and bullets so the description is easy to read. Go back over the description on multiple devices to make sure it looks appealing.

7) Close the Sale. At the end of the description, include a few lines that close the deal. Summarize the description, add more testimonials, describe cool stuff can you unlock, or add any features you may have missed. Some developers opt to include more information about themselves while others include last minute details that are a call to action.

8) Include links. If you have a link to a video trailer and social media websites, include these at the end of the review. This allows iOS users to not only see the app in action, but to also take their conversation to a more personal level. If the users can reach you via email, Twitter or Facebook, then they may not have to resort to leaving a bad review when they can’t figure something out.

Keep in mind these key points when writing or reworking an App Store description. Since it can be updated frequently, continue to modify and change it as needed. Apple suggests using 4,000 characters or less, which is a good guideline to stick with. Have any suggestions or tips of your own? Let us know by leaving a comment below.

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