Mobile app or website: which should your business build first?

"I want an app" is one of the most common requests I get, and sometimes a website is the smarter place to start. Sometimes it's the opposite. The question isn't which is better, it's what serves your customer.

The short answer

If your customer will use your service repeatedly, and an app gives them something a website can't, start with an app or plan for one. If customers find you on Google once or twice, start with a website that's fast on phones.

When a website is the better start

• Customers reach you through search, because Google shows websites directly.
• Visits are infrequent, like requesting a quote or booking a yearly service.
• You want to launch quickly and test the idea before investing more.
• You don't want customers to install anything just to see your prices.

Changes to a website reach everyone instantly, with no store review and no update to install.

When an app is worth it

• Repeat use: coffee orders, delivery, weekly bookings, loyalty programmes.
• You need push notifications that bring customers back.
• You rely on device features: precise location, camera, Bluetooth, working offline.
• Fast Apple Pay checkout matters on a purchase people make again and again.

An icon on a customer's home screen is real value, as long as they have a reason to open it.

The costs people overlook

Building the app is where the cost starts, not where it ends:

• Store fees: an Apple developer account is $99 a year, and Google Play is a one-time $25.
• Store commission: this generally applies to digital goods and subscriptions inside the app. Selling physical goods or services used outside the app, like coffee or delivery, normally goes through a regular payment gateway. Check the current policies before you build your revenue model around it.
• Updates: iOS and Android change every year, and an app needs maintenance to keep working.
• The admin panel: most apps need a dashboard and a server, which is a large part of the project.

Most importantly, keep the accounts in your name, as covered in 7 questions to ask any developer.

Is there a middle option?

Yes: a progressive web app (PWA) is a website that can be added to the home screen and behaves like an app, without a store. It suits internal tools and some services, but it's weaker than a real app for some device features, especially on iPhone.

If you do choose an app, frameworks like Flutter and React Native build the iPhone and Android versions from one codebase, which saves time and money on most projects.

Five questions to decide

1. How many times a month will a customer use your service?
2. Where do customers first find you: Google, Instagram or a recommendation?
3. Do you need a feature a browser can't do?
4. Do you have a budget for maintenance after launch, not only for building?
5. Can you persuade people to install it?

If most of your answers lean towards repeat use and special features, an app is worth it. Otherwise, start with an excellent website and grow from there. You can read what determines the cost of a website before you decide.

Torn between the two? Send me your idea and I'll give you my honest view.