What to put on an app landing page: a checklist
Updated 21 October 2026
An app landing page has one job: help the right person decide to tap the download button. Most of the work is cutting things out.
Here is what earns its place, in roughly the order people read it.
Above the fold
- One sentence saying what the app does and who it is for. Not a slogan.
- The official App Store badge (and Google Play, if you ship there). Apple publishes the badge artwork and rules for using it.
- One real screenshot in a phone frame, showing the app doing its main job.
Below it
- Three features at most, each tied to a result (“See your week at a glance”, not “Powerful calendar engine”).
- More screenshots, each with a short caption.
- Pricing in plain words: free, free with a subscription, or paid up front. If there is a trial, say how long it lasts and what it costs afterwards.
- Quotes or ratings only if they are real and you can link to them.
- A short FAQ: devices supported, data and sync, how to cancel.
Footer links reviewers and users look for
- Support page with a working contact route.
- Privacy policy.
- Terms of Use, if you sell subscriptions.
- Your name or company.
Small technical wins
- Add the apple-itunes-app meta tag so Safari on iPhone shows a Smart App Banner that opens or installs your app.
- Give the page its own title, description and social image, so links shared on X, LinkedIn or iMessage look right.
- Support dark mode; a lot of iPhone users run it all day.
- Keep it fast: compressed screenshots, no heavy tracking scripts.
Questions
- Do I need a landing page if I am already on the App Store?
- It helps. It gives you a link to share that works on desktop, a home for your Support and Privacy pages, and a page that search engines can index.
- Should the landing page have a waitlist?
- Only before launch. Once the app is live, the main button should be the store badge.