Does my small business need an app or just a mobile-friendly website?

What's the difference between an app and a website?

A website is accessed through a web browser.

A mobile-friendly website adjusts its layout and functionality so people can use it comfortably on a phone.

A mobile app is software designed to run on a mobile device.

Apps can provide experiences that take advantage of device capabilities, although modern websites can support some of those capabilities too.

The distinction matters because the customer experience is different.

Someone can usually open a website immediately.

An app may require installation and sometimes account creation.

That creates another step.

For a business customers interact with occasionally, that step can be unnecessary.

If someone needs a quote from a contractor, they probably don't want to install an application first.

They want to explain the job and receive a response.

A website can handle that.

When is a website enough?

For many service businesses, a website is enough.

Think about what customers actually need to do.

They may want to:

• Learn about your services.
• See pricing or request an estimate.
• Read customer information.
• Book an appointment.
• Contact your business.
• Make a payment.
• Access basic account information through a client portal.

All of those experiences can potentially be supported through a website.

You don't need an app simply because customers use their phones.

A properly designed website can work well on mobile devices.

That's what mobile-friendly means.

The page should fit the screen.

Buttons should be easy to select.

Forms should be manageable.

And visitors shouldn't need to zoom repeatedly to read the content.

We'd fix those basics before considering an app.

When does an app make sense?

An app becomes more interesting when customers have a reason to return frequently.

Imagine a service people use every day.

They may benefit from a dedicated interface that remembers their preferences and provides quick access to important features.

An app might also make sense when the experience relies on device capabilities or specialized interactions.

For example, a business may need offline functionality, frequent notifications or a particular hardware integration.

But those requirements should be evaluated carefully.

Some features that once required native apps can now be supported through web technologies, depending on the device and browser.

Native apps are applications built for a particular operating system.

Don't assume an app is necessary until you've tested whether a website can meet the requirement.

How much does a mobile app cost?

App development costs vary dramatically.

Blackthorn Vision, a development company, puts a small tool with one workflow at $30,000 to $75,000 and a mobile app at $60,000 to $250,000.

For the wider picture, see how much custom software costs, and for comparison, how much a small business website costs.

The price depends on what the app needs to do.

A basic interface displaying information is different from an app that manages customer accounts, payments, scheduling and real-time data.

You also need to consider whether the app will support different operating systems.

Some development approaches allow code to be shared across platforms.

Others require more platform-specific work.

And the initial build isn't the only expense.

Apps may require ongoing updates, maintenance, hosting and support.

Publishing through app stores also involves developer accounts, fees and review requirements.

The Apple Developer Program costs $99 a year, and Google Play Console has a one-time $25 registration fee.

Apple says it reviews every app and app update submitted, and Google says its review can take up to seven days or longer for some developer accounts.

Before approving a quote, ask what the ongoing obligations will be.

What about a progressive web app?

A progressive web app, often called a PWA, is a website that uses certain technologies to provide app-like capabilities.

MDN Web Docs says a PWA can be installed on the device and can operate while offline, and Google's web.dev lists web push notifications among the features built on the same technology.

It's worth considering when you want a more convenient mobile experience without building separate native applications.

But a PWA isn't automatically a replacement for every app.

Device capabilities and platform support can vary.

Some features may be unavailable or behave differently.

On iPhone and iPad, for example, WebKit says web push arrived with iOS and iPadOS 16.4 and works only for a web app the customer has added to the Home Screen.

The right approach depends on what customers need.

We'd evaluate a PWA alongside a traditional website and native app rather than assume one is always superior.

Will customers actually download your app?

This is one of the most important questions.

Building an app doesn't mean people will install it.

And installing it doesn't mean they'll continue using it.

Think about how often customers interact with your business.

A customer who purchases something once a year may have little reason to keep an app.

Someone using your service several times a week may have a stronger reason.

Ask whether the app makes a recurring task easier.

Does it save time?

Does it provide useful information?

Does it solve a problem customers regularly experience?

If the main purpose is displaying your business information, a website may be more appropriate.

Don't build an app simply because it makes the business appear more established.

How do you decide which one to build first?

We'd start with a list of customer actions.

Then determine whether a website can support them.

If the answer is yes, build or improve the website first.

You can use that experience to learn what customers need.

If people repeatedly request features that would be better delivered through an app, you have a stronger reason to invest.

We'd also look at the business model.

How will the app create value?

Will it generate revenue?

Reduce operational costs?

Improve an important customer process?

If you can't explain the benefit, it's difficult to justify the development expense.

At Veshtera, our Launch website package is $3,500 and Pro is $6,500, and a custom app runs $15,000 to $30,000. We'd recommend an app when its functionality justifies the additional investment, not when a mobile-friendly website would accomplish the same goal.