"Should we build an app?" is one of the most common questions we hear. Sometimes the answer is yes. Often, the better first step is a fast, well-built website or web app. Here's how to decide which one your business needs first.
What a website does best
- It helps people find you. Websites appear in Google search results. Apps don't, unless people already know your name.
- There's nothing to install. A visitor can go from a search result, a social media post or a WhatsApp message to your page in one tap.
- It works on every device. One website serves phones, tablets and computers.
- It's quicker and cheaper to launch and update. Changes go live immediately, without app store reviews.
A website is the right starting point when your main goals are to be found, build trust, generate enquiries or sell products online.
What a mobile app does best
- Frequent, repeat use. If customers use your service every day or every week, an icon on their home screen is valuable.
- Notifications. Apps can send timely push notifications about orders, appointments or offers.
- Device features. Apps can make full use of the camera, GPS, Bluetooth, offline storage and fingerprint or face login.
- Speed for regular users. Once installed, a well-built app is fast and convenient for people who use it often.
An app is the right choice when your users will come back regularly, or when your service depends on device features, such as a delivery driver's live location.
The middle ground: web apps and PWAs
A web app is software that runs in the browser: customer portals, booking systems, dashboards and internal tools. It offers much of the functionality of an app without the install step.
A progressive web app (PWA) goes further. It can be added to the home screen, work offline and, on many devices, send notifications. Support varies between devices and browsers, so it's worth checking your users' devices first, but for many businesses a PWA is an excellent, affordable first step.
Five questions to help you decide
- How will new customers find you? If the answer is search or social media, start with a website.
- How often will people use it? Daily or weekly use points towards an app; occasional use points towards a website.
- Do you need device features? Live GPS tracking, scanning or offline use point towards an app.
- What are your budget and timeline? A website or web app is usually faster and less expensive to launch.
- Who will maintain it? Apps need updates for new phone operating system versions; plan for this from the start.
Common scenarios
- Shop or restaurant: start with a fast website with online ordering, and link it from WhatsApp and social media.
- Clinic or salon: a website with an online booking system and automatic reminders covers most needs.
- Delivery or field service: customers can use a website, but drivers or technicians usually need a mobile app for navigation and proof of delivery.
- Business software (B2B): start with a web app that works on any computer; add a mobile app later for staff who are on the move.
- Loyalty or community service: an app makes sense once you have regular users who would benefit from notifications.
Our recommendation for most businesses
Start with a fast, mobile-friendly website or web app. Many of your customers will visit on a smartphone, so mobile-friendly design is essential either way. Use it to learn what your customers really do, then add a mobile app when regular use justifies it.
Whatever you choose first, ask your developer to build the back end (the server and database) so that a mobile app can reuse it later. That way, your first investment isn't wasted when you grow.