An app landing page that actually gets downloads

Short answer: A good app landing page gets each visitor to the right store in one tap: official store badges for phones, a QR code for desktop visitors, and Apple's Smart App Banner on iPhone. Above that, it needs a clear one-line promise, real screenshots and a reason to trust you. Add campaign links so you can see which page and which campaign actually produced installs.

Most app landing pages fail for a simple reason: they're written like a brochure for people already sitting at a desktop, while the people who can install the app are holding a phone. The page has to work for both.

The page, top to bottom

1. The promise

One sentence that says what the app does for whom. "Book and pay for your next class in two taps" says more than "The ultimate fitness companion". Under it, a short supporting line naming the main benefit or audience.

2. The download buttons

Use the official badges. Apple's App Store marketing guidelines and Google's Partner Marketing Hub both publish them, and both are specific:

Apple: the preferred badge is black; use it whenever badges for other platforms appear alongside. Place the App Store badge first in the lineup of badges. Don't modify, angle or animate it. Minimum clear space is a quarter of the badge height. Use one App Store badge per layout.
Google Play: use the "Get it on Google Play" badge to drive downloads (and the "Pre-register on Google Play" badge before launch). Google's minimum digital height is 28px, and when shown with other store badges, the Google Play badge should be the same size or larger. Clear space is again a quarter of the badge height.

In practice that means two badges side by side, App Store first, same height, nothing crowding them. Link each one directly to your store listing, not to a generic store home page.

If your app isn't out yet, use the pre-order or pre-register badges, and remember to swap them on launch day.

3. Device-aware behaviour

A visitor on an iPhone doesn't need an Android badge in their face, and vice versa. Many sites detect the device and emphasise the matching store button while still showing both. Keep it simple and don't hide either badge entirely; detection isn't always right.

4. A QR code for desktop visitors

Someone reading your page on a laptop can't tap a store badge into their phone. A QR code that leads to a smart link (one URL that sends iPhones to the App Store and Android phones to Google Play) solves that. Apple's marketing tools can also generate a QR code for your App Store page. Label it clearly: "Scan with your phone camera to download".

5. Screenshots and a short video

Show the real app in use, in a phone frame, three to five screens that tell a story: sign up, the main task, the result. A 20 to 30 second screen recording often explains more than a page of copy. Keep text on screenshots large enough to read on a phone.

6. Proof

Store rating and review count (when you have enough to be worth showing), short quotes from real users with permission, press or partner logos you genuinely have, and, if relevant, who's behind the app. A small business app from a known local brand should lean on that brand.

7. Features, briefly

Three to six features, each tied to a benefit. Long feature lists belong on a separate page.

8. FAQ and support

Price and in-app purchases, which devices are supported, how data is handled, how to get help. Clear answers here remove reasons to hesitate.

9. A repeated call to action

Show the badges again at the bottom. People who scroll that far are interested.

The Smart App Banner on iPhone

Apple's Smart App Banner is a small, native banner shown at the top of a web page on iOS that links to your app. Apple's documentation describes it as unobtrusive and easy to dismiss, and notes that it changes to "Open" if the app is already installed. It also hides itself automatically if the user's device doesn't support your app or the app isn't available in their region.

To add it, place one meta tag in the head of each page where you want it:

<meta name="apple-itunes-app" content="app-id=YOUR_APP_ID, app-argument=YOUR_URL">

The app-id is required; Apple explains how to find it in App Store Connect or its marketing tools. The optional app-argument passes a URL to your app so users can land on the matching screen (a product, a booking, a search) if your developer handles it. Apple notes the banner can't be shown inside a frame and doesn't appear in the iOS simulator, so test on a real iPhone.

On Android there's no direct equivalent meta tag; a small, dismissible HTML banner linking to Google Play works, as long as it doesn't cover the page.

Measuring installs

Without tracking, you'll know that downloads went up but not why.

Apple: App Store Connect can generate campaign links. Apple says each link maps traffic to a campaign so you can see impressions, product page views, downloads and later usage and sales by campaign. Metrics only show once they reach a minimum of five in the selected period, and the Campaigns feature appears only after your app has some analytics data.
Google Play: Play Console's store performance reports can be filtered by UTM source and campaign, taken from utm_source and utm_campaign parameters on links to your store listing.

Use a different campaign link for the landing page, your email signature, social posts and printed QR codes, so each channel can be compared.

Launch checklist

[ ] One-line promise and supporting line
[ ] Official badges, App Store first, equal height, correct clear space
[ ] Each badge links directly to your store listing
[ ] QR code with a smart link for desktop visitors
[ ] Smart App Banner meta tag on key pages, tested on an iPhone
[ ] Real screenshots and a short video
[ ] Genuine proof only
[ ] FAQ covering price, devices, support
[ ] Campaign links for every channel
[ ] Page loads fast on mobile data

FAQ

Should I use the App Store badge in black or white?

Apple prefers the black badge and asks for it whenever other store badges appear too. The white alternative is meant for single-badge layouts where black looks too heavy.

Can I make my own "Download" buttons instead of the badges?

You can, but official badges are instantly recognisable and both Apple and Google publish rules for using them. Custom buttons can look less trustworthy.

Does the Smart App Banner work in Chrome on iPhone?

Apple documents it as part of WebKit and doesn't promise identical behaviour everywhere, so test it in the browsers your visitors actually use.

Do I need a separate landing page if my website already exists?

Not always. A dedicated page helps if you run campaigns or print QR codes, because you can measure it separately.

If you've launched an app and the website isn't sending people to the stores, we can rebuild the page and the tracking around it.