The Short Answer
An app landing page needs a headline that states the outcome, the app shown on a device, an App Store button above the fold, three or four features with real screens, social proof, and a short FAQ. On iPhone it should add a Smart App Banner and deep links so visitors land in the app, not just the store. Its job is to convert people who meet you outside the App Store.
Why an App Still Needs a Website
The App Store converts people already browsing the store. Everyone else, from Google searches for your name to press coverage, ads and links shared in chats, lands on your website first. Without a good landing page, that traffic has nowhere convincing to go.
A website also covers what the store listing cannot: longer explanations, support pages, privacy policy, press kit and pages that rank for the problem your app solves. If you are still deciding whether you need an app at all, see do you need an app or is a website enough.
The Sections That Drive Downloads
- Hero: the outcome in one line, the app on a phone, and the official App Store badge.
- How it works: three steps or three screens, in the order a new user experiences them.
- Key features: three or four, each with a real screen and one sentence on why it matters.
- Proof: ratings, reviews, press mentions or user counts, only if they are real.
- FAQ: pricing, privacy, devices supported and what happens to user data.
- Footer: support, privacy policy and terms, which Apple and users expect to find.
iPhone-Specific Details
Add a Smart App Banner with the meta tag apple-itunes-app and your app ID, so Safari offers to open or install the app. Set up universal links so links to your site open the right screen in the app when it is installed. Use Apple's official badge artwork rather than a custom button.
Keep the visuals consistent with your store listing, covered in App Store screenshot design, so people recognise the app when they arrive in the store.
SEO for an App Website
The page will rank for your app's name first. To rank for the problem the app solves, the page needs real text that explains that problem, not just images and a download button. Add structured data describing the app, and a few supporting pages or articles if the problem has search demand.
Mistakes That Lose Downloads
- A hero with a logo and a slogan but no picture of the app.
- Download buttons only at the bottom of the page.
- Heavy video or 3D that makes the page slow on phones, where most visitors are.
- No privacy policy or support link, which costs trust and can cause review problems.
Where We Fit
Kalex designs and builds iPhone apps and the websites that launch them, so the app, the listing and the landing page are designed as one. See our iOS app service and web design service, or tell us about your app.