A Launch Page Has One Job Per Stage

Before launch it collects a waitlist. After launch it drives store installs. The same page has to do both, and the copy should change when the app ships rather than staying in pre-launch language forever.

Show the app doing something

Device mockups of real screens, not an abstract illustration. Prospective users are deciding whether the interface looks like something they can use.

Three features, not thirty

Pick the ones that would make somebody download it today. A feature list that reads like a changelog is the most common mistake on app pages.

Make the store badges obvious and correct

Both platforms if you support both, and a clear note if one is coming later. A missing platform discovered after a tap is a wasted install.

Before release, use the email capture to build the launch list: growing your list covers what to do with it once the app is live.

The screenshots are the product

An app landing page is judged on its screenshots in the first few seconds. Use real screens rather than device mockups floating in space, and lead with the one that shows the app doing the useful thing.

Answer the three questions before the download

What does it cost, which platforms is it on, and what does it do with my data. Those are the questions between interest and an install, and a page that leaves any of them to the app store loses the people who will not go and look.