Maximize Your App’s Visibility: The Power of Cross-Promotion Through Your Website
App Store Optimization (ASO) is essential for driving downloads and visibility in app stores. However, to truly accelerate growth and brand awareness, companies need to look beyond the app stores themselves. Leveraging your website as a cross-promotion engine is a game-changer for any business with an app. Here’s why– and how–you should do it.
Written by Frida Gauw, SEO Expert, on May 22, 2025 | Reading time: 5 minutes
This article is for ASO managers, marketing teams, digital strategists, and product owners at companies that offer apps and want to boost both brand awareness and app downloads. If you’re responsible for user acquisition, digital growth, or brand building, this is for you.
Why more downloads matter: Unlocking revenue and engagement
Getting more users to download your app isn’t just about boosting your numbers in the app store. Every new download represents a potential customer who can engage with your brand, make purchases, and become a loyal user. The more you grow your app’s user base, the greater your opportunities for in-app sales, subscriptions, and long-term customer relationships. That’s why increasing downloads through your website isn’t just a marketing win—it’s a direct driver of business value and revenue growth.
What is cross-promotion in the context of ASO?
Cross-promotion, in this context, means using your website as a strategic channel and catalyst to drive traffic and downloads for your app. The goal is to capture potential users early in their search journey—often before they even know your app exists—by providing relevant content and solutions. It’s about ensuring your website is not just a static brochure, but an active part of your app’s growth journey. This includes:
- Optimising your website for both branded, generic, and non-branded search queries related to your app’s purpose.
- Creating clear calls-to-action (CTAs) that guide visitors to download your app.
- Structuring your site to highlight app features, use cases, and value propositions.
- Implementing technical enhancements like structured data (e.g., SoftwareApplication schema) to improve visibility in search results.
Integrate cross-promotion in your ASO strategy
Ideally, website cross-promotion should be integrated into your ASO strategy from the very beginning. It’s especially important when:
- Launching a new app or major update.
- Entering new markets or targeting new user segments.
- Organic growth in the app stores is plateauing, and you need to reach new audiences.
Let your website drive growth
While it’s natural for app companies to focus most of their attention and resources on developing and refining the app itself, the website often plays a crucial—yet underestimated—role in driving growth. If your website hasn’t been a priority so far, now might be the time to rethink your strategy. Investing in your website as a cross-promotion engine could be the missing piece that unlocks your app’s full growth potential. From inspiration to installation.
- Reach new users: Most people search for solutions on the web, not in the app store. A well-optimised website captures these users early in their journey.
- Build brand authority: Your website is your digital home base. It’s where you can tell your story, showcase your app’s value, and build trust.
- Boost organic growth: By ranking for relevant, non-branded keywords, your website can attract users who may not have heard of your app yet.
- Create a seamless user journey: Guide users from discovery to download with clear messaging and intuitive navigation.
This is how you do it
Turning your website into an engine for app growth requires more than just adding a download link. It’s about creating a thoughtful and seamless experience that guides visitors every step of the way—from inspiration to installation. Below are the key steps to transform your website into a powerful channel for both visibility and conversion, maximising the impact of your ASO strategy.
- Understand the search behaviour of your users:
– Start by mapping out how your potential users search for solutions online. What questions do they ask? Which problems are they trying to solve? By identifying the keywords and phrases they use—especially before they even know your app exists—you can create content that meets them early in their search journey. This is key to capturing non-branded traffic and expanding your reach beyond those already familiar with your brand.
- Optimize your homepage and landing pages:
– Target both branded and generic keywords.
– Use compelling CTAs to direct users to the app stores.
- Create feature and supporting content:
– Build dedicated pages for app features, use cases, and FAQs.
– Develop inspirational posts, guides, and educational content that answer common questions and highlight the app’s benefits.
- Implement structured data:
– Add SoftwareApplication schema to your app pages so search engines can display rich results (ratings, platform, etc.) in search.
- Unify your domain strategy:
– Keep all app-related content under your main domain to build SEO authority and avoid splitting your search power.
- Internal linking and deep links:
– Link between relevant pages and directly to your app’s content to improve user flow.
- Measure and iterate:
Track which pages and content drive the most downloads and optimize accordingly.
- Allow AI-powered search engines to index your content:
As more users turn to AI-driven search engines and assistants for research and recommendations, it’s crucial to ensure your website is accessible to these technologies. Review your robots.txt file and make sure it allows AI-powered crawlers to index your content. By enabling AI indexing, you increase the chances that your app and website will be surfaced in conversational and generative search results, reaching users wherever their search journey begins.
Summary
Your website is a powerful, often underutilised, tool for app growth. By making it a core part of your ASO and cross-promotion strategy, you can reach new users, strengthen your brand, and drive more downloads, well beyond what’s possible through app store optimisation alone.
Ready to take your app growth to the next level? Start by reviewing your website’s role in your ASO strategy—or reach out to us at Curamando for expert guidance.
Want more tips on digital growth and ASO? Read more about our SEO services.
