Why Your Directory Listing Matters
You spent time submitting to directories. Great. But if your listing doesn't stand out, you're missing the point.
Directory listings are mini landing pages. They need to:
- Catch attention
- Communicate value quickly
- Convince someone to click through
Most founders treat directory submissions as a checklist item. Write something, upload something, submit, done.
That's leaving value on the table.
Let me show you how to create listings that actually perform.
Anatomy of a Directory Listing
Most directories display:
- Product name
- Logo/icon
- Short tagline (10-50 words)
- Description (50-500 words depending on directory)
- Category/tags
- Screenshots (some directories)
- Link to your site
Each element is an opportunity to convert. Let's optimize each one.
Element 1: Your Product Name
Seems obvious, but I see mistakes here constantly.
Do
✅ Use your actual product name ✅ Be consistent across directories ✅ Keep it memorable and searchable
Don't
❌ Add unnecessary descriptors ("AppName - The Best Tool") ❌ Use different names on different directories ❌ Make it hard to spell or remember
Your name should be identical everywhere. Brand consistency matters for recognition and SEO.
Element 2: Logo & Visual Identity
Your logo is the first visual impression. In a list of 50 products, you need to stand out.
Logo Best Practices
Format:
- Square aspect ratio (most directories crop to square)
- High resolution (at least 512x512)
- Clean background (transparent or solid color)
- Visible at small sizes
Design:
- Distinctive shape or color
- Readable even at 32x32 pixels
- Professional appearance
Common Logo Mistakes
❌ Text-only logos that become illegible: At small sizes, text disappears. Make sure your logo works as an icon.
❌ Busy logos: Simple is better. One focal point.
❌ Low resolution: Looks unprofessional. Always upload highest resolution available.
❌ Wrong format: PNG with transparency is usually best.
Element 3: The Tagline (Most Important)
Your tagline does the heavy lifting. In most directory views, it's all anyone sees before deciding to click.
The Perfect Tagline Formula
[What it is] + [Who it's for] + [Key benefit]
Or:
[Verb] + [Outcome] + [For who]
Good Taglines
✅ "Project management for remote engineering teams"
- What: project management
- For who: remote engineering teams
- Benefit: implied (designed for their needs)
✅ "Automate your social media in 5 minutes per week"
- Verb: automate
- Outcome: social media management
- Benefit: time savings (5 minutes)
✅ "The CRM that sales reps actually use"
- What: CRM
- For who: sales reps
- Differentiator: actually use (not shelfware)
Bad Taglines
❌ "The best productivity app ever made"
- Generic, unverifiable, boring
❌ "Revolutionary AI-powered solution"
- Buzzwords, no specificity
❌ "Making the world a better place"
- Meaningless, tells nothing about product
❌ "Fast, simple, affordable"
- Every product claims this
Tagline Length
Most directories have character limits:
- Twitter-length: 140-280 characters
- Short: 50-75 characters
- Very short: 30-50 characters
Prepare multiple versions. Lead with the most important info.
Element 4: The Description
Some directories only show taglines. Others display full descriptions. Prepare both.
Short Description (50-100 words)
Formula:
[Product name] is [what it is] that helps [target audience] [achieve outcome].
Unlike [alternatives/old way], [Product name] [key differentiator].
Key features include:
• Feature 1
• Feature 2
• Feature 3
[Call-to-action or social proof]
Example:
TaskFlow is a project management tool designed for remote engineering teams.
Unlike generic PM tools, TaskFlow integrates directly with your code repositories, automatically tracking progress from commits and PRs.
Key features:
• GitHub/GitLab sync
• Sprint automation
• Async standup updates
Trusted by 500+ engineering teams. Start free at taskflow.io
Long Description (200-500 words)
For directories that allow longer content:
Structure:
- Hook (First sentence that creates interest)
- Problem (What pain point do you solve?)
- Solution (How do you solve it?)
- Features (Bullet points of capabilities)
- Social proof (Users, testimonials, metrics)
- CTA (What should they do next?)
Example Opening:
Every Monday, engineering managers waste 2+ hours in status meetings that could be async messages.
TaskFlow eliminates this by automatically generating progress updates from your team's actual work...
Description Do's and Don'ts
Do:
- Start with the benefit, not features
- Use specific numbers and outcomes
- Include keywords naturally
- Break up text with bullets/formatting
- End with clear CTA
Don't:
- Start with "We are a company that..."
- Use jargon your audience doesn't know
- Write walls of text
- Make unverifiable claims
- Forget the link/CTA
Element 5: Category & Tags
Categories affect where you appear in directory browsing. Tags affect searchability.
Category Selection
Choose the most specific relevant category. "Project Management" is better than "Business Tools."
If multiple categories apply, choose where your best customers would look.
Tagging Strategy
Use tags that:
- Describe what you do
- Match what users search for
- Differentiate you from competitors
Example tags for a project management tool:
- project management
- team collaboration
- engineering tools
- remote work
- agile
- sprint planning
Element 6: Screenshots
Not all directories display screenshots, but many do. Good screenshots convert.
Screenshot Best Practices
1. Show the product in action Not empty states. Show real content, real use cases.
2. Highlight key features Each screenshot should demonstrate a specific capability.
3. Use annotations Add arrows, labels, or highlights to draw attention to key elements.
4. Consistent styling Same resolution, same border treatment, cohesive appearance.
5. Mobile and desktop If you have a mobile app or responsive design, show both.
Screenshot Order
- Hero shot - Best overall view of the product
- Key feature 1 - Your differentiator
- Key feature 2 - Second most important feature
- Social proof or results - Dashboard, metrics, testimonials
Common Screenshot Mistakes
❌ Low resolution or blurry images ❌ Showing login screens (boring!) ❌ Empty states without content ❌ Inconsistent sizes/styles ❌ Too many screenshots (overwhelming)
Directory-Specific Optimization
Different directories have different audiences and formats. Adapt accordingly.
Product Hunt
- Audience: Early adopters, tech enthusiasts
- Tone: Conversational, authentic
- Focus: What's new/innovative about your product
- Tip: Engage with comments actively on launch day
SaaSHub
- Audience: SaaS buyers researching options
- Tone: Professional, feature-focused
- Focus: Capabilities and comparisons
- Tip: Include alternative comparisons if relevant
G2/Capterra
- Audience: Enterprise buyers doing research
- Tone: Professional, proof-oriented
- Focus: Reviews, integrations, security
- Tip: Encourage real users to leave reviews
BetaList
- Audience: Beta testers, early adopters
- Tone: Exciting, early-stage
- Focus: What you're building, how they can help
- Tip: Offer exclusive beta access
Indie Hackers
- Audience: Founders, indie makers
- Tone: Authentic, founder-to-founder
- Focus: Your story, MRR, lessons learned
- Tip: Be transparent about your journey
The Directory Listing Template
Use this template to prepare assets before submitting:
Product Info
Product Name: [Your product]
Website URL: [your-url.com]
One-liner (30 chars): [...]
Tagline (75 chars): [...]
Tagline (150 chars): [...]
Descriptions
Tweet-length (280 chars):
[...]
Short (50-100 words):
[...]
Medium (150-200 words):
[...]
Long (300-500 words):
[...]
Categories & Tags
Primary category: [...]
Secondary category: [...]
Tags: [tag1], [tag2], [tag3], [tag4], [tag5]
Visual Assets
Logo (512x512 PNG): [filename]
Favicon (32x32 PNG): [filename]
Screenshot 1 - Hero: [filename]
Screenshot 2 - Feature: [filename]
Screenshot 3 - Feature: [filename]
Social Proof
User count: [...]
Customer quote: "[...]" - [Name, Company]
Key metric: [...]
A/B Testing Your Listings
Some directories let you update listings. Treat them as experiments.
Test variables:
- Tagline wording
- Primary screenshot
- Description opening line
- Category placement
Track:
- Referral traffic from each directory (use UTM parameters)
- Click-through rates (if directory provides analytics)
- Sign-up conversion by source
Small changes can meaningfully impact results.
Common Listing Mistakes to Avoid
Mistake 1: Generic Value Propositions
"We help businesses grow" could be anyone. Be specific about who you help and how.
Mistake 2: Feature Dumping
Listing every feature overwhelms readers. Lead with benefits, follow with select features.
Mistake 3: No Differentiation
What makes you different from alternatives? If you can't articulate this, neither can potential users.
Mistake 4: Ignoring the Audience
A listing for Product Hunt should sound different from G2. Adapt tone and content.
Mistake 5: Set and Forget
Listings can be updated. Refresh them as your product evolves and you learn what resonates.
Conclusion
Directory listings are micro-conversions. Every element is an opportunity to capture attention and convince someone to learn more.
The founders who treat listings as strategic marketing assets – not checkbox items – see dramatically better results.
Prepare your assets in advance. Adapt for each directory. Test and optimize over time.
Or, let us handle it. We know what works on each directory and optimize listings accordingly.
Ready to submit?
Questions about your listings? Hit me up on Twitter.
