Many businesses ask whether to build a website or a mobile app first. There is no single right answer, but there is a good way to decide: start from what your customers need to do, and how often they will do it.
Start with how customers find you
Most new customers discover a business through search, social media or a shared link. All of these lead to a web page, not an app. People rarely install an app from a business they do not know yet. For most businesses, a fast, mobile-friendly website is therefore the foundation, and an app is something you add later.
When a website (or web app) should come first
- You need to be found on Google and to explain what you offer.
- Customers visit occasionally, for example to compare, enquire or buy once in a while.
- You want one product that works on phones, tablets and computers.
- Your budget is limited and you want to test the idea before investing more.
A modern web application can do a lot of what people expect from an app: logins, dashboards, bookings, payments and notifications by email or SMS.
When a mobile app is worth it
- Customers use your service often, such as daily or weekly ordering, tracking or messaging.
- You need phone features that work best in a native app, such as the camera, GPS tracking in the background, offline use or push notifications.
- You already have an engaged audience who would install it.
A middle option: the progressive web app
A progressive web app (PWA) is a website that can be added to a phone's home screen and behave a bit like an app. It can be a sensible step between a website and a full mobile app. What it can do varies between phones and browsers, so check that it covers the features you need.
Five questions to decide
- How will a new customer first find us?
- How often will an existing customer use the product?
- Which phone features do we truly need?
- Do we have the budget to build and maintain a mobile app for both Android and iOS?
- What is the smallest version that would prove the idea works?
A common path
Many businesses start with a strong website or web app, learn what customers use most, and then build a mobile app around those features. Building in that order means the app is shaped by real behaviour rather than guesses.
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