It’s one of the most common questions we hear from small business owners: “Should we build an app?” Sometimes the answer is yes. More often, the right first step is a better website. Here’s how to tell the difference.
Start with the website
For nearly every small business, a website is the foundation. It’s what people find when they search for you on Google, what shows up when someone taps your name in Google Maps, and what they open from a link in a text or an Instagram bio. It works on every phone and computer, with nothing to install.
A good small business website should:
- Load quickly and look right on a phone, since most local searches happen on mobile.
- Say clearly what you do, where you are and how to reach you.
- Make the next step obvious: call, book, order, request a quote.
- Be easy for you to update when your hours, prices or menu change.
If your website doesn’t do these things yet, an app won’t fix that. Customers who can’t find you won’t download your app.
When an app makes sense
An app earns its place when people use it often and it does something a website does poorly. Good signs:
- Repeat use. Customers interact with you weekly or daily, such as ordering coffee, booking classes or checking a loyalty balance.
- Phone features. You need push notifications, the camera, location, offline access, Apple Pay, or home screen and lock screen widgets.
- A logged-in experience. Customers manage an account, track orders or view history, and a fast native app makes that smoother.
- The app is the product. If you’re selling software, a game or a tool, the app is the business.
If your customers visit once a year, or mostly need your address and phone number, an app will likely sit unused after the first download.
The middle ground
There are options between “basic website” and “custom app”:
- A mobile-friendly web app. Booking, ordering and account features can live on your website and work well on phones.
- Existing platforms. Scheduling, ordering and loyalty services often come with their own apps, so you don’t have to build one.
- Start small. Launch the website, see what customers actually ask for, then decide whether an app is worth it.
Don’t forget the ongoing cost
A website needs hosting, a domain, and occasional updates. An app needs all of that plus updates for each new version of iOS and Android, App Store review, testing on many devices, and often a back-end server. Budget for maintenance every year, not just the initial build.
Five questions to decide
- How often will a typical customer use it?
- Does it need a phone feature a website can’t provide?
- Can an existing platform already do this for you?
- Is your website already doing its job well?
- Do you have a budget for ongoing updates, not just launch?
If you answered “weekly or more,” “yes,” “no,” “yes” and “yes,” an app may be a smart investment. Otherwise, put that energy into your website first.
Need a second opinion?
Atkinson Interactive builds and publishes our own apps for iPhone and iPad, and through Atkinson Web Consulting we help small businesses plan websites, software and the technology behind them. If you’re weighing an app against a website, tell us what you’re trying to solve and we’ll help you find the practical answer.
Frequently asked questions
Does a small business need an app?
Most small businesses need a good website first. An app makes sense when customers use it often and it needs phone features like notifications, the camera or offline access.
Is a website or an app better for SEO?
A website. Google search results link to web pages, so your website is what new customers find when they search for your business.
What does an app cost to maintain?
Beyond the initial build, apps need updates for new iOS and Android versions, App Store fees, testing and often a server, so budget for ongoing work every year.