A Common Question With No One-Size Answer
Sooner or later, many business owners ask the same thing: “Should I build an app?” It is easy to see why. Apps feel modern, and the biggest brands all have one. But an app is not automatically better than a website, and for many small businesses it is not the right first step.
Both can serve customers very well. The right choice depends on what you want to achieve, who your customers are and what you can afford to build and maintain. Here is a plain comparison to help you decide.
Start with the problem you want to solve, not the technology you want to own. The best choice is the one your customers will actually use.
— Serina Systems
What Is The Difference?
A website is opened through a browser such as Chrome. Anyone with a phone and an internet connection can visit it by typing an address or finding you on Google, with nothing to download. A mobile app is a program that customers download from an app store such as Google Play and keep on their phone. It can use phone features like notifications, the camera and stored data, and it sits on the home screen like any other app.
When A Website Is Enough
For most small businesses, a website covers what customers really need. A website is usually the better choice when:
- You want new customers to find you on Google and see who you are, what you offer and how to reach you
- You mainly need to show services, products, prices, photos and contact details
- You want enquiries, bookings or orders without asking people to install anything
- Your budget is limited and you want results quickly
- Your customers use different phones, including older and budget models with little storage
When An App Makes Sense
An app earns its place when customers will use your service often and need something a website cannot do as well. It may be worth building when:
- People will open it repeatedly, such as daily orders, deliveries, fitness tracking or school and fee updates
- You need push notifications to reach customers directly, such as order status or reminders
- You need phone features like the camera, location tracking or offline use
- You are building the service itself as a product, such as a ride, delivery or booking platform
- You already have a loyal customer base willing to install it
Comparing Them Side By Side
Reach and discovery. Websites are found through Google searches, social media links and a simple address. Apps must be found in a store, and people have to decide to download them first. A stranger who has never heard of you is far more likely to open a website than install an app.
Cost and time. A website is generally quicker and cheaper to build. An app often needs more design, testing and development, and an Android version and an iPhone version can mean extra work. App store accounts may also carry fees and review processes. Ask for a clear quotation covering what is included and what is not.
Maintenance. Both need looking after. Apps need regular updates to keep working as phones and app stores change, and customers have to update them too. A website is updated in one place and everyone sees the change straight away.
Customer effort. A website needs no installation and uses no storage on the phone. An app asks for data to download, space on the phone and a reason to keep it among all the other apps. In a market where many people watch their data and storage closely, that is a real hurdle.
Features. Apps usually feel smoother and can use more of the phone. Modern websites, however, can now do a great deal, including taking bookings, accepting M-Pesa payments and working well on small screens.
There Is A Middle Path
You can also build a website that behaves like an app. These are often called progressive web apps. A customer visits your website, adds it to their home screen and opens it like an app, without visiting an app store. It can load quickly and, in some cases, work with a weak connection. For many businesses this is a sensible step between a basic website and a full app.
Questions To Ask Before You Decide
- What exactly should customers be able to do, and how often?
- Will they come back every day or only now and then?
- Do I need to find new customers, or serve existing ones better?
- Can I afford to build the app and keep it updated for years?
- Would a good website or an online system solve the same problem for less?
Do You Need A System Behind It?
Sometimes the real need is not an app or a website, but a way to manage the work behind the scenes, such as orders, stock, bookings or fees. In that case, a custom system with a simple web or mobile front end may be the answer. Our post on the signs your business has outgrown spreadsheets explains when that moment arrives.
Where To Start
For most small businesses, the smart order is a good website first, then an app later if customers truly need one. A website gets you found, builds trust and teaches you what customers want. If you are still deciding, our guide on why every Kenyan business needs a professional website is a good place to begin. If you have an idea that needs an app, Serina Systems can help you test it honestly and build the right solution. Contact us for a free consultation.