Content Guidelines

Content Sells!
The content you display to market your app on the App Center is critical for customers to get the information they need to make a decision to purchase your product. Placing time and effort into developing high quality content pays off.

General Guidelines

Before we dive into each section, here are some general guidelines you should follow.

Remember — you’re selling a product, not providing a detailed solution or technical information. Engage the consumer by:

  • Highlighting unique selling points, competitive advantages, and benefits.
  • Focusing on the business benefits – what the consumer can do with the product and how the product benefits the consumer or the consumer’s company.


  • The English language. The wording should be in plain English and in terms that our customers use.
  • Short, clear sentences that are easy to understand
  • Action verbs, active versus passive voice
  • Examples and images to breathe life into the description and engage the reader
    Up-to-date, relevant product resources


  • Technical jargon and complicated technical explanations
  • Overuse of acronyms or abbreviations
  • Claims of being “the best,“ “the only,” “seamless,” “out of the box” – unless true Generic resources


The Overview page is made up of 5 major sections. In this document, we’ll go over each section and give greater detail about the content needed to populate that section.

Hero Space

The hero space is the first thing that users will see on your product page. It consists of the following elements:

Product Icon
The product icon should provide a unique visual identity for your product. It appears not only on this overview product page, but also when your product appears on our homepage, or in a product search.

Please submit your product icon in .png format at a size of 75 px x 75 px


Choose an icon that helps users quickly distinguish your product from others. When your product appears on our homepage or in search, it may appear alongside many other products. In these cases, it’s important that users can easily find and identify your product from the crowd.

Product Name
Please provide the official name for your product. The name that you include here must match the one you use in the partner portal.

Product Names should be less than 50 characters.


Use abbreviations in your product name, unless necessary to fit within character limit guidelines.

Include taglines, slogans, etc. as part of the product name.

Subtitle AKA “5 word description”
It is preferred that product subtitles be 50 characters or less, with a maximum length of 80 characters– this does not need to be 5 characters. The subtitle should be descriptive of your solution and highlight its main benefit. It should be short and use sentence-style capitalization. The subtitle will appear on this product page, as well as in product search results. If your product appears on the SAP App Center homepage, the first 32 characters of the subtitle will appear in a “tile view” for your product.


Use the subtitle field as an opportunity to include a tagline, unless that tagline explicitly spells out “what the product is.” (e.g. “Rethink corporate real estate management”) A good test is to view the subtitle in isolation. Based on the subtitle alone, can you answer the question, “What is this solution?”

Restate the name of the product in your subtitle. Given that the subtitle always follows the product name, including it in the subtitle is repetitive, wastes precious characters and generally indicates the subtitle field is being used for something other than its correct purpose. (e.g. “X Product gives users a cloud-based solution with unlimited access to high-quality content enhanced by social learning and peer collaboration”)


This section provides an overview of your product.

Splash Title

This is the first major “headline” that the user will see on your product page. It should set the tone for the description of your product and the list of product benefits that follow. If you have a tagline that you use regularly for your product, that can be appropriate here.

Keep this title short (approx. 10 words or less, 80 characters max), so it does not wrap on to too many different lines.

Splash Description

Provide a 2-3 sentence (approx. 300 characters) elevator pitch for your product, focusing on core capabilities and business benefits.


Think about how you would describe this solution to a friend or colleague in a few sentences. A good description will answer the questions, “What does it do?” and “What impacts will it have on a customer’s business?”

Get too granular. Given the length of the section and the fact that it serves as an introduction to the product, your short description shouldn’t get too detailed about individual capabilities of the product or attempt to list all product features.

SEO Description / Description
The SEO description is what will appear in search results and on It should be no longer than 130 characters. It should help to differentiate your product and use common terminology.

Overview image

This image will be the first major visual representation of your product. Most often, this image will be a screenshot from a product or a screenshot(s) displayed in the appropriate device frame(s).
This image is displayed on the product page at a width of 408 px. It is preferred that you submit your image at this size.


Choose screenshots that have large, visually compelling, easily recognizable elements on the screen. As the screenshots will display at a relatively small size, users generally won’t be able to identify smaller elements and screens that are mostly text will be both illegible and lack impact. If your solution is largely text-based, you may wish to choose another type of image for this section.

Use your product icon or company logo for this image. As the icon will already be displaying just above this section on the product page, repeating it here will not look good.


The calls-to-action in the introduction section are designed to help an interested user quickly learn more about your product and can be used to invite the user to take a tour or watch a product demo.

Features and Benefits

The Features and Benefits section should be used to detail the main business benefits of your solution (as there is a separate section where you can describe product features in more detail.) These are value propositions, most often phrased in terms of the value a customer can drive in their business by using your product.

Benefit Title
Titles for the benefits are generally written as short phrases (approx. 2-4 words) beginning with a present tense verb. Again, they’re typically phrased in terms of what impact a customer can drive in their business when they use this solution. Use sentence-style capitalization and do not include a period.

Benefit Description

Captions are one to two sentences in length and ideally bring together “what” the customer will be able to do with this solution with “how” they’ll be able to do it and what impact this will have on their business. For example, “Increase communication within your team by using built-in collaboration tools, so you can shorten sales cycles and engage customers more responsively and effectively.”


Confuse value propositions with product capabilities or present the product as an end in itself. (e.g. “Enjoy Faster BI”)

Go too high-level. (e.g. “Achieve real business outcomes”, “Drive business improvements”)

Simply list a string of adjectives. (e.g. “Fast, Simple, Powerful”)

Secondary Calls-to-Action

At the bottom of your product page, you’re able to present the user again with 1-2 calls-to-action. These should match up
with the calls-to-action presented in the hero area and are just meant to provide the user who has just completed reading
the content on this page with another avenue to either learn even more about your product or initiate a transaction.

As part of the product onboarding process, you will be asked to provide a number of details about your product that help customers find your solution through search or by browsing from related products. You’ll be asked to categorize your solution, for example, by the technologies it uses, use cases for which it’s applicable and industries for which it’s most suitable.

This section gives you room to outline the key features or functions of your solution. You
can use this section to describe technical capabilities or speak to key use cases. We generally recommend limiting this section to 3-5 entries.

Feature Title
For each feature, you will provide a title that gives a quick description of that feature for the user. Often, these titles will start with a present tense verb and describe the new capabilities a customer will gain by using your product. Titles should be kept brief, preferably 35 characters or less.

Feature Caption
Captions are generally 2-3 sentences in length. They should give more detail about the product feature and indicate how it contributes to creating business value.

Feature Image
Feature Images will generally represent a screen from your solution, but illustrative diagrams may also be used to depict features at a more conceptual level. Images should not be text-heavy or merely serve the purpose of depicting text. Feature images are displayed at a width of 700 pixels.

Feature Characteristics
The benefit of this function is that it allows you to bullet point out several items under each feature.

On this page, you will provide more information about your company as the publisher of your solution.

Company Logo

Your company’s logo will be displayed here to identify you as the publisher of this solution.

Please provide a copy of your logo in .png format of 450 px x 450 px.

About Text

You can provide a short description of your company here. Use this space to establish your company as a trusted vendor for potential customers. You can do this by referencing things such as your company history, your existing customer base or any awards or recognition that you have received.

Your company description should be no longer than 600 characters in length.

Other Details
In addition to a logo and some summary text, you will also be asked to provide additional details about your company, such as your website URL and contact information.