What is a website?
Website
A website runs in the browser (Chrome, Safari, Firefox) on any device. Nothing needs to be installed, and changes are visible to everyone straight away.
Pros
- Available to everyone: works on every device.
- Lower cost: one codebase for all platforms.
- Quick changes: updates are visible at once.
- SEO: Google can find and show the content.
- Nothing to install: people get straight in.
- Easy to share: just send a link.
Cons
- Device access: the camera, GPS and sensors work, but with limits.
- Offline use: possible, but limited.
- Speed: slower than an app for demanding features.
- Notifications: limited, especially on iPhone.
- Visibility: not in the app stores.
What is a mobile app?
Mobile app
A mobile app is installed on the phone (iOS or Android) and has full access to what the device can do.
Pros
- Speed: runs smoothly even with demanding features.
- Device access: camera, GPS, sensors, Face ID.
- Offline use: full functionality without a connection.
- Notifications: push notifications bring users back.
- Visibility: a presence in the App Store and Google Play.
- Home screen icon: your brand is always at hand.
Cons
- Higher cost: development, testing and release for two platforms.
- Longer build: the first version usually takes 6–10 weeks.
- Updates: users have to install each new version.
- Store review: Apple and Google review every version before release.
- Maintenance: two platforms and new system versions every year.
- Installation: users have to download the app first.
What drives the costs
Website
- Build: one codebase for all devices.
- Release: immediate, with no store review.
- Maintenance: hosting and security updates.
Mobile app
- Build: two platforms and testing on real devices.
- Release: developer accounts and store review.
- Maintenance: new iOS and Android versions, plus a server.
An app almost always needs a web side too (a server, an admin area), so ask for a quote that covers every part. More in How much does a website cost?
When to choose a website, and when an app
Website
A good choice for:
- presenting your company
- a blog and content
- an online shop
- bookings
- information pages
- when SEO matters
- a limited budget
Most companies need a website, not an app.
Mobile app
A good choice for:
- complex features
- frequent use of the camera or GPS
- offline use
- games and augmented reality
- everyday use
- a service where notifications are essential
- a larger budget
When a website cannot cover what your users need.
Progressive web app (PWA)
There is a third option: a progressive web app (PWA). It is a website that behaves like an app: it can be added to the home screen, work offline and send notifications.
PWA
Pros:
- a cost close to a website
- an icon on the home screen
- offline use
- notifications
- fast loading
- Google can index it
Cons:
- less device access than an app
- not in the app stores without extra work
- limited support on iPhone
- less familiar to users
When to choose it: when you want an app-like experience but building for the app stores is not on the cards. A good compromise for many projects.
Our recommendation
How to decide
Start with a website:
For most companies a website or a PWA is enough. It is quicker to build, costs less and is easier to maintain. You can add an app later.
Consider a PWA:
If you want an app-like experience but the budget does not cover a native app.
Go for a mobile app if:
you need what the web cannot give: heavy use of the camera, sensors or GPS, offline work, games or augmented reality. Or your users come back every day and notifications are essential.
Examples by industry
Hotel or restaurant
Our suggestion: a website with bookings
Guests look for information on Google, not in an app store. A website with online bookings covers everything they need.
Online shop
Our suggestion: a progressive web app (PWA)
Customers add the shop to their home screen, get notifications about offers and browse products offline.
Fitness and wellness
Our suggestion: a mobile app
Users log workouts every day, use a timer and track their progress. An app with sensors and offline mode makes sense here.
Taxi or delivery
Our suggestion: a mobile app
Live location tracking, notifications and working with a weak signal call for an app.
Conclusion
For most companies a website is the right choice. It is quicker to build, costs less, is easier to maintain and Google can find it. If you want an app-like experience, a PWA is a good compromise.
Build a mobile app when the web cannot cover what your users need (see mobile apps). If you are not sure, get in touch: a 30-minute call usually makes it clear.