App Store Optimization (ASO) Copy
App Store and Google Play listing copy including title, subtitle, description, and keyword strategy to improve visibility and installs.
Who it’s for
A good fit if…
- App founders and mobile product teams launching or relaunching on the App Store or Google Play.
- Indie developers who want professional listing copy that competes with bigger publishers.
- Mobile marketing teams running ASO campaigns who need copy aligned with keyword and conversion strategy.
What you get
Deliverables
- App title, subtitle, and short description written within platform character limits.
- Long description structured for both human readers and search indexing.
- Keyword placement strategy based on your category, competitors, and search volume.
- One revision round to align with your brand voice and store requirements.
What is App Store optimization copy?
App Store optimization (ASO) copy is the text in your App Store and Google Play listings, including the app name, subtitle or short description, long description, keyword field, screenshot captions and release notes, written to help your app appear in store searches and persuade people to install it. It balances two audiences: the store's search algorithm, which needs relevant keywords in the right fields, and the person deciding in a few seconds whether your app is worth downloading.
Who is ASO copy for?
- Startups launching a new app
- App teams whose listing gets views but few installs
- Apps that rank poorly for the terms their users search
- Teams preparing a major update or relaunch
How the two stores differ
| Apple App Store | Google Play | |
|---|---|---|
| Key ranking fields | Title, subtitle, keyword field | Title, short description, long description |
| Keyword field | Yes, hidden from users | No, keywords come from visible text |
| Long description | Mainly for conversion | For conversion and search |
| Release notes | "What's New" | "What's new" |
Because of these differences, copying one listing into the other wastes ranking potential.
What I write for each listing
- App name and subtitle or short description within character limits, with the most important keyword
- Keyword strategy for the fields each store indexes
- Long description that leads with the main benefit, then features as outcomes
- Screenshot captions that tell the app's story in a few words each
- Release notes that show the app is improving
What makes app store copy convert?
- Lead with the outcome. "Budget in five minutes a week" says more than "Powerful finance management tool."
- Front-load the first lines. Most people never expand the full description.
- Use the words users search. Not your internal feature names.
- Show proof such as ratings, awards or user numbers you can honestly claim.
- Keep it scannable with short paragraphs and clear feature points.
Example subtitle (illustrative). Weak: "The best app for your productivity." Stronger: "Plan your week in 10 minutes."
How do you measure ASO results?
Both stores show impressions, product page views and installs in their developer consoles. Track keyword rankings for your target terms and the conversion rate from page view to install. Change one element at a time, such as the subtitle or first screenshot caption, so you can see what made the difference. Google Play also supports listing experiments for testing variants directly.
Why screenshots and copy work together
Many people decide from the icon and the first two screenshots without reading a word of the description. Short captions on those screenshots should state the main benefit, so the listing sells even to people who never scroll. I write captions as a sequence that tells the app's story, from the core outcome to the features that support it.
Common app listing problems I fix
- Keywords wasted by repeating the same word across fields
- Descriptions that start with company background
- Feature lists with no explanation of benefits
- Generic screenshot captions like "Easy to use"
- Release notes that only say "Bug fixes and improvements"
How much does App Store optimization copy cost?
App Store optimization copy starts from $149 for one store. Listings for both stores, localisation and screenshot captions are quoted on scope. You get a fixed quote before any work starts.
For the in-app text, see UX microcopy writing. For your app's website, SaaS copywriting covers the homepage and pricing page, and ad copy writing helps if you're promoting installs with paid campaigns.
How it works
From brief to finished copy
1
Brief
You share your app, category, target user, and any current listing copy.
2
Research
I study your category, top-ranked competitors, and keyword opportunities.
3
Draft
You receive complete ASO copy for one or both platforms.
4
Refine
I apply feedback and adjust for character limits and keyword placement.
Related work
SaaS Landing Page Copy Refresh
A full demo-request landing page for a month-end close tool, rewritten from a feature list into a page a finance controller can understand in ten seconds.
Read the full sample“Khan delivered professional, submission-ready work that exceeded expectations. Communication was proactive with clear checkpoints, and delivery was on time. Attention to detail and integrity made collaboration smooth and effective. He elevated the letters of recommendation while preserving their original voice. Highly recommended.”
FAQ
Questions about App Store Optimization (ASO) Copy
Do you write for both the App Store and Google Play?
Yes. The two stores have different fields, character limits and ways of using keywords, so I write a version optimised for each.
What are the character limits?
They change from time to time, so I check each store's current guidelines when writing. Titles and subtitles are short, which is why every word has to earn its place.
Do you do keyword research for apps?
Yes. I look at your category, competitors and the terms people use to search for apps like yours, then place keywords where each store gives them most weight.
Can you write screenshot captions?
Yes. Screenshot captions are often read more than the description, so short, benefit-led captions are a valuable part of the listing.
How often should store listings be updated?
Whenever you release meaningful features, and periodically to test new keywords and messaging. Release notes are a good chance to show the app is actively improved.
Related services
SaaS Website Copywriting
Homepage, feature, pricing, demo, and landing page copy that explains your product and converts visitors into trials.
From $199
Ecommerce Copywriting
Shopify homepage copy, product descriptions, category pages, offer messaging, and conversion-focused store copy.
From $149
Website Copywriting
Home, About, Services, Contact, landing, and sales pages written with clarity, persuasion, and a strong brand voice.
From $129
Have a page, an email flow or a document that isn’t working yet?
Send a short brief. You’ll get a reply from me, not an account manager, with a recommended scope, a fixed quote and a delivery date.
Umair ZararFounder, KhanCopyX