Your government app is live.
It’s functional. It’s in the store.
And yet… downloads are flat.
You’ve probably heard things like:
“Citizens just aren’t using it.”
“We launched and expected more activity.”
“The app’s not broken, but it’s not doing much.”
Here’s the deal: the app itself might be solid. The listing, the thing that’s supposed to drive downloads, might be the problem.
Let’s talk about 5 things you can fix to improve government app downloads… fast.
1. Weak ASO Strategy (Or No Strategy At All)
ASO = App Store Optimization.
It’s the difference between being seen or being buried.
Most public sector apps use default or vendor-written metadata. That’s a problem.
Here’s what a weak ASO setup looks like:
- App title = name of the department, no keywords
- Subtitle = blank or full of jargon
- Keywords = based on internal terminology, not citizen language
If you want downloads, your app has to:
- Match how people search
- Show up in results for local, specific, and plain-English queries
- Rank higher than 27 other apps named “City Connect”
Fix this first. It unlocks everything else.
2. Screenshots That Don’t Tell a Story
Screenshots are your app’s storefront.
If they don’t sell value in 2 seconds, people move on.
Here’s what we see constantly:
- Screenshots with no context
- Just raw UI images (no callouts or benefits)
- Outdated designs or no accessibility consideration
Upgrade this:
- Add overlays (“Report issues in 2 taps” > “Issue Form Screenshot”)
- Make fonts readable
- Use color, contrast, and real-world use cases
Trust = downloads. And visuals build trust fast.
3. Descriptions That Don’t Speak Citizen
Too many government app descriptions sound like they were written for an RFP.
Nobody’s downloading an app because of a mission statement. They want to know:
- What it does
- Why it helps
- How fast they can get value from it
Fix this:
- Lead with benefits (“Track requests, get alerts, pay bills”)
- Use short sentences
- Write like you’re helping a neighbor, not submitting to procurement
4. Bad Reviews (Or No Responses)
If your app has reviews like “won’t load” or “confusing UI”, and no reply, that’s a dealbreaker for most users.
Even worse: no reviews at all.
People want to see that the app is:
- Actively monitored
- Supported by real humans
- Improving based on feedback
What to do:
- Respond to bad reviews… calmly and with clarity
- Encourage real users to leave feedback (surveys, email nudges)
- Highlight recent fixes in your listing (“v2.3 – Fixed crash on login”)
5. You’re Invisible in Local Search
If someone in your city searches “[Your City] services app” and your app isn’t in the top 3 results, that’s a huge missed opportunity.
Why? Because public apps are inherently local, and your ASO should reflect that.
Fix this by:
- Including your city, district, or department name in the title and description
- Using locally relevant keywords (“Oakland trash pickup” vs. “waste app”)
- Making sure you’re in the right category (not “Business”!)
Quick Fixes vs. Long-Term Wins
Here’s the honest truth:
- Quick fix: Better screenshots + cleaner description = instant download bump
- Mid-term: Improved keywords + responding to reviews
- Long-term: Ongoing ASO, performance tracking, and testing titles/subtitles
You don’t need a full rebuild. You need a better story, and better positioning, around what already exists.
Let’s Audit Your App (Free)
If your downloads are flat and your app is buried, let us take a look.
We’ll run a full visibility audit, for free, and show you how to:
✅ Improve government app downloads
✅ Build trust through design
✅ Show up in searches that actually matter
Your app’s fine. It just needs to be found.