Applications (“apps”), through which a service may be accessed, may be identified to a user, along with a preview of the app. In one example, a user performs a search for a service. The search engine may return the web site through which the service is provided, and/or the app associated with that service. Preview content that describes the app may also be provided. The content may be variable, and may be filled in based on contextual information such as a search query string or user information. If the app is installed, then clicking, tapping, or otherwise activating the app may launch the app, possibly with context information being provided to the app. If the app is not installed, then a link to obtain the app may be provided.