App Store Descriptions Editing and Proofreading Services

Somebody arrives on a listing and swipes. They will look at three or four screenshots for about a second each, and on most listings the captions above those screenshots say "Beautiful design", "Powerful features" and "Easy to use". The screenshots are the description. Almost nobody reads the paragraph underneath, and almost everybody writes the paragraph.

We edit app store listings and their components — screenshot captions and their sequence, titles and subtitles, short and full descriptions, what's new text, in-app purchase and subscription descriptions, privacy explanations shown at install, and the localised versions of all of it. Our editors work on text that has to work at a glance on a small screen.

The screenshot caption is the highest-leverage text in an app listing, and its failure is a decoration where a claim belongs. Captions are the only words most visitors read. We work through these so each caption states a thing the app does rather than a quality it has, since "Powerful" describes nobody's problem and "Scan a receipt and it's filed before you put your wallet away" describes an outcome; so the first caption carries the single strongest reason to install, because visitors who swipe past it are gone; so the captions read as a sequence with a shape — problem, mechanism, proof — rather than as five independent slogans; so each caption is short enough to be read in one fixation, which in practice means about seven words and no subordinate clause; so anything requiring a subscription is visible in the captions rather than discovered after installing, given that a listing that hides it earns the reviews it gets; so the subtitle does different work from the title instead of restating it; so the first three lines of the description carry a complete claim, as that is what shows above the fold; and so the localised captions are written rather than translated, since a caption that survives translation was probably too abstract to work in the first place. Listings written this way convert the visitors they already have.

Everything you send is treated in confidence, including unreleased apps, metrics and store correspondence. We are editors rather than marketers, developers or store advisers, and we offer no view on store policy, ranking or your product. What we can do is make the captions do the selling.