1. Title and subtitle

Your title and subtitle should work as a pair. The title usually carries the clearest category or intent keyword you can realistically win. The subtitle should add new language, not repeat the same words in a slightly different order.

Weak pair: Flowa — Flowa helps you flow better. Better pair: Flowa Focus Timer — Deep work sessions. The better version still is not perfect, but at least a stranger and Apple's search system can tell what the app does.

  • Title fits Apple's 30-character limit.
  • Subtitle fits Apple's 30-character limit.
  • Subtitle adds new search coverage instead of repeating the title.
  • No unverifiable claims like best, #1, or guaranteed.

2. Keyword field

Use the 100-character keyword field as a combination engine. Remove words already in the title and subtitle. Avoid spaces after commas. Stay away from competitor names and trademarks. Choose words that create realistic phrases, not just broad category vibes.

Before launch, write the visible metadata and keyword field in one place. If a word appears twice, make it defend itself. Most repeats will lose that argument.

3. Screenshots

Your first screenshot should communicate the outcome, not simply prove the app has an interface. A user should understand the promise at thumbnail size. If the headline says Dashboard, Reports, or Home, you probably have more work to do.

A useful sequence is: outcome, mechanism, trust, secondary benefit, memorable moment. For a language app, that might be Speak useful phrases first, Practice 5 minutes daily, Built by native speakers, Review before trips, Feel ready at the airport.

4. Description

The description should sell the install. Open with the user's problem and the app's outcome. Use short paragraphs. Turn features into reasons. Do not write a keyword-stuffed web page for Apple's algorithm.

If the first three lines could belong to any competitor, rewrite them. The opening needs to sound like you understand this specific user, not like you asked a template to produce app marketing copy.

5. Ratings and review timing

Do not ask for a rating on first open. Ask after a successful product moment: a completed workout, a finished focus session, a saved budget, a solved lesson. The user should have felt the value before you ask them to vouch for it.

Also check the trust picture before launch. If the app has few ratings, screenshots and description need to work harder. If reviews mention confusion or bugs, fix the source before spending more energy on metadata.

  • Ask after value, not before it.
  • Watch review themes, not only star average.
  • Respond to recurring confusion in product copy or onboarding.
  • Do not manufacture proof. Use what is real.

6. First-week learning

Launch metadata is not sacred. It is your first hypothesis. During the first week, watch impressions, product-page views, conversion, rating quality, search terms where available, and actual user feedback.

If impressions are weak, revisit metadata and keyword targeting. If product-page views happen but installs lag, revisit screenshots and positioning. Change one big thing at a time when you can, or you will not know what worked.

  • Separate visibility from conversion before deciding what to change.
  • Use App Store Product Page Optimization tests when you have enough traffic.
  • Keep a simple change log for metadata and screenshot updates.
  • Treat launch as the start of ASO learning, not the finish line.