Pages: Download Page
Guides download page structure and optimization for desktop and mobile app downloads. Purpose: convert visitors into installers by clearly presenting value, platform options, and trust signals.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for product, audience, and value proposition.
Identify:
- App type: Desktop (Windows, macOS, Linux) or mobile (iOS, Android, both)
- Traffic source: Organic, paid, email, referral
- Distribution: App Store / Play Store only, direct download, or both
Page Purpose
| Purpose | Goal |
|---|---|
| Download | Guide users to install desktop or mobile app |
| Trust | Build confidence before download (security, privacy, reviews) |
| Conversion | Maximize download rate, store visits, install conversion |
Download Page Structure
| Step | Purpose | Elements |
|---|---|---|
| 1. Value proposition | Why download | Headline, benefit-focused copy, key features |
| 2. Platform selection | Clear path | Desktop: OS detection or manual pick; Mobile: App Store / Play Store buttons |
| 3. Trust signals | Reduce friction | Ratings, download count, security badges, privacy note |
| 4. Visual proof | Show the app | Screenshots, app previews, video |
| 5. CTA | Primary action | Single, prominent download button |
Platform-Specific Layout
Desktop App
- OS detection: Auto-detect OS or show "Download for Windows / macOS / Linux"
- Direct download: One-click .exe / .dmg / .deb etc.
- Alternatives: Optional "Other platforms" or "Command line" for power users
Mobile App
- Dual store: App Store + Play Store buttons side by side
- Smart redirect: Detect device and show relevant store first; still show both
- QR code: Optional for desktop visitors to scan and install on phone
Optimization Best Practices
Performance
- Load time: Under 3 seconds; each extra second can cost ~7% conversion
- Mobile-first: Most app download traffic is mobile; responsive, thumb-reachable CTAs
- Image optimization: WebP, lazy loading, compression (e.g. TinyPNG, ImageOptim)
Conversion
- Single primary CTA: "Download Free Now," "Get on App Store," "Get for Windows"
- Above the fold: CTA visible without scrolling
- Repeat CTA: On longer pages, repeat at logical points
- A/B test: CTA color, size, copy, placement
Trust & Social Proof
- Star ratings: Show App Store / Play Store ratings
- Download count: "10M+ downloads," "Trusted by X users"
- Testimonials: User quotes, media logos
- Security: Security badges if collecting sensitive info
Content
- Top 3–5 features: Benefit-focused, scannable bullet points
- Screenshots: High-quality, show app in action
- Video: App preview or demo video
Alignment with Traffic
- Ads: If from PPC, ensure message matches ad (offer, platform); see paid-ads-strategy
- Email: Match campaign message and CTA
Output Format
- Headline and subheadline
- Structure (5-step flow sections)
- Platform layout (desktop vs mobile)
- CTA copy and placement
- Trust signals placement
- SEO metadata (if page is indexed)
Related Skills
Pages
- landing-page-generator: Download page is a type of landing page; apply LP principles
- homepage-generator: Homepage often links to download page
- features-page-generator: Feature copy for "Explain value" section
Components
- hero-generator: Hero section (value proposition)
- cta-generator: Download button design
- trust-badges-generator: Social proof, ratings
- testimonials-generator: User testimonials
SEO
- title-tag, meta-description, page-metadata: Download page metadata