Mobile apps or websites: a question virtually all business today have to ask as they decide how to establish a mobile presence. After all, Google announced a while back they were enacting a mobile-first index in which they would start using a business’ mobile site for ranking purposes — a signal to turn mobile if any.
Both are great, but if you’re going to introduce yourself to your industry, you may have to choose one before you venture into the other.
Keep in mind that both are usually needed in the long-run. This, of course, depends on what exactly your business does, but you’ll be hard-pressed to find a brand that won’t benefit from one or the other.
For one, a website is absolutely perfect for discovery and promoting brand awareness. Apps, on the other hand, excel in engagement and promoting brand loyalty.
But, and this is a big but, while both should ultimately be created, today we’re going to discuss why a mobile website takes precedence over their application counterparts.
In doing so, we’ll discuss the difference between mobile apps and websites, why a website should be your initial go-to, and finally, when it makes sense to opt for a mobile app first instead.
What are Some Differences Between Mobile Apps and Mobile Sites?
Starting with the differences between apps and sites, a mobile website is just like any other website consisting of browser-based HTML pages accessed over the internet, albeit made specifically for mobile devices.
Quick tip: Always choose a responsive website that resizes content for the screen it resides in over a mobile-specific site, but that’s a discussion for another day.
Like websites, applications pull content and data from the internet, but they go beyond by being able to download the content for offline usage.
Side note: You also have the option of getting a progressive web app that can be described as an amalgamation of a site and app.
Unlike websites, apps are downloaded from device-specific marketplaces like Apple’s App Store and Android’s Google Play and are installed on mobile devices. As such, they can be accessed even when there’s no internet connection, although actual functionality may be hindered if a connection is required for usage.
App vs. Website Usage: Why Websites Should Come First
Choosing to start with a website over an app (or vice versa) comes down to what your end goals are.
For example, if you want to introduce a game to the market, starting with an app is a good idea. If, on the other hand, you want to publish content to as wide an audience as possible, a website is a way to go.
But, seeing as how the vast majority of businesses fall on the latter category, today’s discussion centers on why a website should come first.
For starters, let’s talk about compatibility. Whereas mobile websites can be accessed by all devices, regardless of operating system (OS), applications are restricted to a single OS, meaning that multiple apps will need to be developed if you want to reach all users.
Then there’s findability and reach; you want as many people to find you as possible, and websites surpass apps in this capability because they’re there for all to see. This is because, as we just covered, apps are restricted to devices and their OS, and websites can be found with a simple Google search that encompasses the entire web.
Additionally, you have to think of your user’s commitment; websites come with less commitment because all you have to do is visit them to see their content. Apps are different because there’s an initial download required before you can see what they have to offer, leading to fewer downloads when compared to page visits.
Out of commitment comes immediacy, which is how available a website or app truly is. Because they can be accessed by pretty much all browsers on all devices, websites are readily available for all, unlike apps that, again, need to be installed first.
You also have to consider that nothing is static; things change and apps and sites both need to be upgraded and updated from time to time. In other words, upgradability.
Because website updates like layout or content changes can be published instantly for all users, any change only needs to be made once and everyone benefits. Apps, on the other hand, need to be updated user-by-user (if the app store accepts the update in the first place), and an updated created for each OS.
Finally, like most business endeavors, you need to consider your budget. While both sites and apps can be developed with templates that make the whole process cheaper and easier as a whole, mobile apps are generally more expensive to create and maintain.
Therefore, while you may need both at some point, it’s always best to start with a website, and once your budget allows it, extend to a mobile app.
Final Thoughts: When a Mobile App Comes out on Top
It’s not always the case that a website should be developed before a mobile app. For example, opting for an app first is best for those developing interactive content like games that are meant for mobile use.
In this case, a product—the app—should be developed and deployed first, followed by the website that points users toward the app.
Along with a similar vein, if you’re using native functionalities like a camera, gyroscopes or sensors, you’ll do best with an app that can access all of these and more, as websites will usually be unable to do so.
Finally, when an internet connection isn’t required for use, or when content can be downloaded and used offline, such as a dictionary with content that can be refreshed whenever there’s a connection, an app will generally serve you better.
But, like we briefly touched on earlier, because the points for website-first development relate to more brands than the ones for app-first, it’s recommended to invest in a mobile website before a mobile application.
Best of luck!
