Updated ASO teardown, US App Store
Housecall Pro: Field Service App Store optimization
A Business app's App Store page, taken apart: the screenshots and why each one helps people decide to download, the icon and design system, and an ASO score out of 100.
- Est. monthly downloads
- 21K−2.3% vs previous month
- Est. monthly revenue
- $41K−21.9% vs previous month
- Est. revenue ÷ downloads
- $1.95
- Rating
- 4.7★31.5K ratings
Downloads and revenue are third-party est. for the US App Store, latest month vs the month before. Revenue includes renewals, so revenue ÷ downloads is a rough ratio, not what a new user pays. Estimates as of ; rating and dates from the App Store, .
Screenshots and why they convert
7 screenshots of up to 10, the first 6 shown here. The first 3 show in search results when there's no preview video.
#1In search results
Top-Rated Field Service Management App
- field servicein name
- What it shows
- Four photos of tradespeople at work above a “Housecall Pro” logo, with “Trusted by 200K+ Pros.” in yellow. No app screen is shown.
- Why it converts
- Names the category in the headline. The user count is the app's own claim and gives a trust cue. It shows people rather than the product, so what the app does is left to the next images.
#2In search results
Manage jobs, crews, and schedules.
- schedulesnot in name
- What it shows
- An estimate screen with a street photo, customer name and address, and a line item for HVAC repair at $1,000.00.
- Why it converts
- Shows the real app screen behind a plain headline about jobs, crews and schedules.
#3In search results
8+ hours saved per week.
- What it shows
- Three dark boxes with “8+ hours saved per week”, “35% pro revenue growth” and “63% more jobs completed”, above a phone showing the app's splash screen with its logo.
- Why it converts
- Puts outcome claims in dark boxes above the phone. The figures have no source on the image, so they read as the app's own claims. The phone shows a splash screen, not a working view, which adds little.
#4
Create invoices in seconds.
- invoicesnot in name
- What it shows
- An invoice preview with a due-amount card, and an email draft with the invoice attached.
- Why it converts
- One clear task with a speed promise in the caption. The email overlay shows the next step, sending it to the customer. Names a feature people look for.
#5
Collect payments, manage cash flow.
- paymentsnot in name
- What it shows
- A payment screen with credit card, cash, check and other options, and a card entry form with a scan card button.
- Why it converts
- Speaks to the owner's money concern, not only the feature. The large buttons and form stay readable at small size. The card form shows placeholder data.
#6
Assign & dispatch your teams.
- dispatchnot in name
- What it shows
- A week calendar with a schedule list, jobs for John Doe at an address, and an in-progress tag. Part of a second phone shows at the bottom right.
- Why it converts
- Covers the scheduling and team side with a short verb caption. The second phone is cut off at the edge, which adds clutter.
Icon and design system
What makes the page read as one brand at a glance.
- One symbol, a white open door with a bracket, on a plain blue background.
- No text and no photo, so it stays simple at small sizes.
- The screenshots use navy, and both read as one blue brand.
- 01
Headline first, screen second
Most images pair a large two-line headline with a phone below or above it. The headline carries the message and the screen proves it.
- 02
Trust claims in the opening images
The first image prints “Trusted by 200K+ Pros.” and the third prints three outcome figures. They are the app's own claims, shown early.
- 03
Jobs the owner does each day
Captions name tasks: manage jobs, create invoices, collect payments, dispatch teams. These are words a business owner might use.
- 04
Yellow highlight on navy
Key words in yellow or italics on a dark navy background. The same two colors repeat across the set.
- 05
Overlay cards on the phone
Invoice, payment and schedule images pull one panel out of the phone frame to point at the main action.
ASO score breakdown
83 of 100 points. The full rule is under “How the ASO score works” below.
- App name19 / 25
- Uses 28 of 30 characters9.3/10
- Brand + keyword phrase10/10
- Keywords fill half the name or more0/5
- Screenshots28 / 35
- Caption on every screenshot5/5
- Each caption names a feature people search for8.3/10
- First screenshot shows the main use0/5
- One consistent design system5/5
- Readable at search-result size5/5
- Trust signal5/5
- Ratings21 / 25
- 4.7 average (full marks at 4.8)13.1/15
- 31,535 ratings (full marks at 100,000)7.5/10
- Freshness15 / 15
- Last update 6 days ago (full marks within 30)15/15
Where the points are
- Ask happy users for a rating+4 pts
4.7 stars from 31,535 ratings. Apple's in-app rating prompt can be shown up to 3 times a year; show it right after a user finishes something in the app.
- Check caption terms against your subtitle and keywords
4 caption terms aren't in the app name: schedules, invoices, payments, dispatch. Captions don't count for search; the subtitle and the 100-character keyword field do.
Apply it to your app
A checklist for your next product page update.
- Name your category in the first headline so a visitor knows what the app is.
- Show the product at work on the first image if the headline alone does not explain it.
- Use real figures on the image only when you can source them.
- Write captions as a task the user does, in few words.
- Pull one panel out of the phone frame to point at the main action.
- Keep one background and highlight color across the set.
How the ASO score works
- 01
App name, 25 points
Up to 10 for how much of Apple's 30 characters it uses, 10 for a brand + keyword structure, 5 when keywords fill half the name or more.
- 02
Screenshots, 35 points
Captions on every image, captions that name searched features, a first screenshot that shows the main use, one design system, readability at search size, and a trust signal.
- 03
Ratings, 25 points
Up to 15 for the average (from 4.0, full marks at 4.8) and 10 for the count (from 1,000, full marks at 100,000 ratings).
- 04
Freshness, 15 points
Full marks for an update in the last 30 days, falling to zero at 180 days. 85+ is excellent, 70+ strong, 50+ fair.
Common questions
What is an ASO score?
A 100-point check of the parts of an App Store page you control: the app name, screenshots, ratings and how recently the app was updated. It's our own scoring rule, shown in full on this page, not a number from Apple. Use it to compare your page with apps that already sell well in your category.
How long can an app name be on the App Store?
30 characters. A common pattern is a short brand followed by the main thing people search for, like “Housecall Pro: Field Service”, which uses 28. Apple also gives you a 30-character subtitle and a 100-character keyword field for more terms.
Which screenshots show up in App Store search results?
The first one to three, when the app has no preview video. That's why the first three should cover the main reasons people download. Housecall Pro uses them for field service and schedules.
How many screenshots can an iPhone app have?
Up to 10 per device size. Apple recommends focusing each screenshot after the first on one main benefit or feature. Housecall Pro uses 7.
Where do the download and revenue numbers come from?
They're third-party estimates for the US App Store, not figures reported by the developer. Treat them as a sense of scale. Growth compares the latest month with the month before.
Do screenshot captions help an app rank in search?
Apple says search results use text matches in the app name, subtitle, keywords and primary category, plus user behavior such as downloads, ratings and reviews. Captions aren't on that list: they help people who already see the app decide to download. When a caption names something people search for, put that term in the keyword field too.
Where the numbers come from
- Apple: Creating your product page
- App name limit (30 characters), up to 10 screenshots, the first one to three shown in search results, keyword field.
- Apple: App Store search
- Search results use text relevance (name, subtitle, keywords, primary category) and user behavior (downloads, ratings, reviews).
- Apple: Ratings, reviews and responses
- The in-app rating prompt can be shown up to three times in a 365-day period.
- Housecall Pro: Field Service on the App Store
- Name, developer, category, icon, screenshots, rating, release and update dates (US storefront), checked Nov 4, 2026.
- Downloads and revenue
- Third-party est. for the US App Store, latest month, pulled Oct 29, 2026. Not reported by the developer.
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