Should you hire a designer or ASO agency for custom product pages?

Last updated October 17, 2026By The Pagefully team

Disclosure: we make Pagefully, one of the routes compared here.

Hire a designer when you need a new look for your screenshots, and an ASO agency when you also want keyword research, a plan for which pages to make, and someone to measure them. Both make sense for a big team, many apps, or a brand that is changing. For variations on screenshots you already like, doing it yourself or with a tool usually costs less, because each page and each update is another round of paid work.

When is hiring someone the right choice?

When the work is new, big, or ongoing, and you would rather pay than learn it. Four cases come up most.

A new brand or a new screenshot design. If your current screenshots are not the style you want, every page built on them inherits the problem. A designer fixes that first.
A big team. When marketing, product and design all have a say, an outside partner with a process can keep the pages moving.
Many apps. Apple allows up to 70 custom product pages per app.1 Across a portfolio, that is a lot of screenshots, and a partner who already has your style can produce them steadily.
Research and testing as a service. If nobody on the team has time to research keywords, plan pages and read the results, an ASO agency sells exactly that.

Designer or ASO agency: which do you need?

A designer if you know which pages you want. An agency if you also want someone to decide. The line between them is not fixed, so ask each what they include.

What a designer and an ASO agency typically cover
	Designer	ASO agency
Main job	The screenshots: layout, type, colour, device frames	Which pages to make, and why, plus the screenshots or a designer who makes them
Keyword research	Usually not	Usually yes
Creates pages in App Store Connect	Sometimes; often hands you files	Often, with access to your account
Measurement	Usually not	Usually yes, from App Analytics or their own tools
Right when	You need a new look or a set of polished pages you have already chosen	You need the plan, the pages and the reading of results, and have the budget

Apple’s App Analytics already reports each page’s impressions, downloads and conversion rate against your default page.1 Whoever measures should start there, so you can check their numbers yourself.

What should you ask them for?

Five things, in writing, before work starts. They decide whether the pages keep working after the first round.

One page per keyword group.Each page should answer one search or one need, with its own keywords. Apple asks for a unique set of keywords for each page, chosen from your latest approved version.
Every device size your app supports.Apple takes 1 to 10 screenshots per device size and lists the required sizes in its screenshot specifications. Ask for every size you need, not one size to resize later.
Editable source files.The design files for every page, not only the exports, so you or another designer can change a headline or a screen without starting over.
A plan for updates and localization.Who redraws the pages when your app’s screens change, how fast, and at what price. The same for each language a page needs, since each localization has its own screenshots.
How they will measure.Which numbers, from where, how often, and compared against what. A page is worth keeping if it beats your default page for its audience.

Apple documents the keyword rule and localization2 and the screenshot counts and sizes.3 If the agency proposes testing your default page, Apple’s product page optimization tests up to three treatments of icons, screenshots and app previews against the original, for up to 90 days.5

One thing to rule out: another app’s name in your screenshots or promotional text. Apple’s guidelines say not to pack metadata with popular app names or trademarked terms.4 A page can speak to the need behind a competitor’s search without naming anyone.

If they will create and submit pages in your account, they need a user with a role that allows it. Apple lists Account Holder, Admin, App Manager and Marketing.6 Give the narrowest one that does the job, and remove it when the work ends.

How do you compare what it costs?

Ask for a quote per page and per update. Costs vary widely with the firm, the number of pages, the devices and the languages, so a single project price hides what you will pay later.

Then add the updates. Every release that changes a screen means redrawing each page that shows it. Count how many such releases you ship a year, multiply by the pages, and you have the real cost of keeping pages current. The how many pages guide helps you estimate the page count.

When does doing it yourself or with a tool cost less?

When your screenshots already look the way you want, and what you need is variations: new headlines and a different screen first for each search. That is most of what a custom product page changes, and it does not need a new design.

By hand in App Store Connect is free and right for one to three pages that rarely change.
A Figma or Canva template works for a handful of pages if someone on the team likes design. See the template guide.
Scripts on the App Store Connect API suit many apps and an engineer with a screenshot pipeline. See how to automate custom product pages.
Pagefully plans three pages for your app with a reason for each, and designs one before you sign up, from your own screenshots in every size Apple needs, keeping your design and rewriting the headlines and which screen leads. It sends each page you approve to App Store Connect with its keywords, unsubmitted; you submit it to Apple. Per app: one page free, the Pack at $49 once for 10 pages, or Pro at $29 a month billed yearly ($59 monthly) for up to 70. See pricing.

When a designer or agency is still the better choice: you need a new look, you want the research and measurement done for you, or your team needs a partner to run the work. Pagefully works from the screens your app already has, so it is not a substitute for new artwork. Many teams combine the two: a designer sets the style once, then a tool or a template makes the pages. The full list of routes compares them side by side.

Sources

Questions people ask

How much does a designer or ASO agency charge for custom product pages?

It varies a lot with the firm, the number of pages, the devices and the languages. Ask for a quote per page and per update, so you know what the first round costs and what every later change costs.

What is the difference between a designer and an ASO agency?

A designer makes the screenshots look right. An ASO agency usually also does the keyword research, decides which pages to make, and measures them, and may hire the design out. If you already know which pages you want, a designer may be all you need.

Should the agency get access to my App Store Connect account?

If they are going to create and submit pages, they need a user with a role that allows it. Apple lists Account Holder, Admin, App Manager and Marketing for submitting custom product pages. Give the narrowest role that does the job, and remove it when the work ends.

Can I ask the agency to make pages that target competitors?

You can target the need behind a competitor’s search, but do not let anyone put another app’s name in your screenshots or promotional text. Apple’s guidelines say not to pack metadata with popular app names or trademarked terms.

Do I own the screenshot files?

Only if your agreement says so. Ask for the editable source files for every page as part of the deliverable, so you or another designer can update them later.

Try it

See your first page.

Look up your app. In about a minute you see three pages planned for it and one designed on your own screenshots, before you sign up.