App Store Connect: How to Fill Out Your App Listing (+ Reuse It Everywhere)

App Store Connect: How to Fill Out Your App Listing (+ Reuse It Everywhere)

Your App Store Connect listing is the first thing potential users see — and it's doing double duty as both your marketing pitch and your App Store SEO. Getting it right affects how many people discover your app and how many of those actually download it.

This guide walks through each field in your App Store listing, how to optimize it, the screenshot requirements you need to hit, and a smarter way to handle the fact that you'll need this same content in more than one place.

Why your App Store listing matters

Two things are happening on your product page at once.

App Store Optimization (ASO). The App Store has its own search engine, and your app name, subtitle, and keywords directly affect where you rank when someone searches. Good ASO means more organic discovery — the app-store equivalent of ranking on Google.

First impressions and conversion. Even when someone lands on your page from an ad or a link, your icon, screenshots, and description decide whether they tap "Get" or bounce. A strong listing converts browsers into downloads.

In other words, your listing is both how people find you and how you win them over. It's worth doing carefully.

Filling out each field

App name (up to 30 characters). Your app's name, and one of the strongest ASO signals. If it fits naturally, including a keyword can help — but don't stuff it. Clarity beats keyword games.

Subtitle (up to 30 characters). A short line beneath your name. Use it to explain your app's core benefit and to include a relevant keyword. This is prime real estate — don't waste it on a slogan that says nothing.

Description. Your full pitch. Lead with the most compelling benefit in the first few lines, since that's what shows before "more." Use short paragraphs and, where helpful, a clean list of key features. Write for the user — what they get — not a dry feature dump.

Keywords (100-character field, App Store). A comma-separated list Apple uses for search. Don't repeat words already in your name or subtitle, don't use spaces after commas (they waste characters), and focus on terms real users would search.

Category. Choose the primary category where your app best fits and competes. It affects discovery and the charts you appear in.

Promotional text. A short, updatable line you can change without submitting a new build — useful for announcing new features or limited-time news.

Screenshots and previews

Screenshots are the highest-impact visual on your listing. A few essentials:

Sizes and devices. Apple requires screenshots for specific device sizes, and requirements change as new devices launch. At minimum you'll typically need current iPhone sizes; iPad sizes are required if your app supports iPad. Always check the current specifications in App Store Connect before exporting, since exact pixel dimensions get updated over time.

Make the first two count. Most people only glance at the first couple of screenshots in the carousel. Lead with your strongest, clearest ones.

Design them, don't just dump them. Adding short captions and framing your screenshots (rather than posting raw screen grabs) usually communicates value more clearly.

App preview video (optional). A short video can lift conversion, showing your app in motion in a way stills can't.

App icon. Your icon appears in search results and on the home screen — keep it simple, distinctive, and legible at small sizes.

ASO basics to keep in mind

A few principles go a long way:

Prioritize name and subtitle for keywords. These carry the most ASO weight. Choose the terms you most want to rank for and place them here, naturally.

Match search intent. Think about the actual words your target users type, not internal jargon or clever branding.

Iterate. ASO isn't set-and-forget. Watch which terms bring installs and refine your metadata over time.

The catch: you'll need all of this again

Here's what nobody warns you about. Once you've carefully written your app name, subtitle, and description, chosen your best screenshots, and finalized your icon — you'll need all of it again for your website. Your landing page needs the same pitch, the same screenshots, the same icon, the same store links.

Most developers re-enter everything by hand into a website builder. It's tedious, and worse, it's easy for the two to drift out of sync when you update one and forget the other.

There's a better way: pull it once, use it everywhere. Storestand connects to App Store Connect and imports your app's details — icon, title, description, and screenshots — then builds your landing page from them automatically, along with hosted privacy policy and terms pages. Instead of filling out your app's information twice, you fill it out once in App Store Connect and let your landing page assemble itself. (For the full walkthrough, see our guide on making an app landing page without code.)

Frequently asked questions

What screenshot sizes does the App Store require? Apple requires screenshots sized for specific current devices, and iPad sizes if your app supports iPad. Exact pixel dimensions are updated over time as new devices launch, so always confirm the current requirements in App Store Connect before exporting.

How many characters is the App Store app name? The app name field allows up to 30 characters, and the subtitle allows another 30. Both are important for App Store Optimization.

What's the difference between the subtitle and promotional text? The subtitle (30 characters) sits under your app name and is a strong ASO field. Promotional text is a longer, updatable line you can change anytime without submitting a new build — ideal for announcements.

Can I reuse my App Store listing content on my website? Yes — and you should, for consistency. Your name, description, screenshots, and icon all belong on your landing page too. Tools like Storestand can import them directly from App Store Connect so you don't have to copy everything by hand.

How do I improve my App Store search ranking? Focus your most important keywords in your app name and subtitle, match the terms real users search, use the keyword field efficiently, and refine your metadata over time based on what drives installs.

Wrapping up

A well-built App Store Connect listing is part search optimization, part sales pitch — worth the effort on both fronts. Optimize your name and subtitle for discovery, lead with your strongest screenshots, and write your description for the user.

Then make that work go further. Instead of re-entering everything for your website, Storestand imports your App Store details and builds your landing page and legal pages from them — so the content you crafted once works everywhere your app lives.