Are you launching a new business? The pressure to go digital fast is very real. A crossroad you’ll hit very soon is this: Should you build a mobile app or website? It might seem like a tech decision, but it really is a strategic one. The path you take will shape your customer experience, customer base, and even your budget. So, let’s break it down and get into what matters when choosing between a dedicated app or mobile website.
App vs. website: What’s the smarter first step for a new business?
Getting started with a business often means deciding where your (often very limited) resources should go. Do you start small with a responsive website that works well on phones, or dive into a full-featured mobile app? When and why to choose one over the other in the earliest stages of your business?
When to start with a responsive website over a mobile app
If speed, cost, and flexibility are priorities, a responsive mobile website usually wins. It’s cheaper to build, easier to iterate, and instantly accessible through any browser. For startups testing the waters, a well-optimized website is, in most cases, enough to validate an idea. Unlike apps, which require separate development for iOS and Android, a website just works — everywhere. Plus, you skip the app store approval delays and updates are instant.
Pros and cons of mobile apps vs. websites in early-stage business
Mobile apps offer tighter integrations with device features (like cameras or push notifications), smoother offline experiences, and better performance. But they come with high upfront costs and ongoing maintenance. Websites, on the other hand, are more discoverable through search engines, easier to share, and more budget-friendly. The downside? Limited native functionality and the risk of slower load times if poorly built. Weighing these pros and cons early is critical for founders trying to stretch their runway.
Why I chose a website first and what I’d consider for app development
Starting with a website let me launch fast and focus on core functionality. I could track user behavior, adjust content on the fly, and build SEO value. When considering a future app, I looked at user behavior: Are people engaging regularly? Is there a need for push notifications or offline access? Only once there was a proven demand did it make sense to even think about a dedicated app.
Check out the video below where I walk you through my whole decision process:
What this decision taught me about product focus and customer experience
Every choice in your business journey teaches you something — and this one taught me plenty. Choosing to launch with a mobile-friendly website over an app sharpened my understanding of user needs.
How a simple mobile-friendly site got me more traction than expected
I didn’t expect much at first. The goal was to build something functional and fast. But what surprised me was how far that simple mobile site took me. Because it loaded quickly, worked on any phone, and didn’t require installation, users stuck around. I also gained valuable feedback quickly — something that would’ve taken much longer with an app behind a download wall. Traffic grew steadily, and conversions followed.
Why mobile apps are not always the right “next step”
It’s tempting to see mobile apps as a natural upgrade, but often they’re a distraction. A flashy app can soak up time and money without necessarily improving user experience. Unless you’re solving a specific problem that a website can’t — like real-time location tracking or advanced offline tools — the app can wait. As the saying goes, don’t fix what isn’t broken.
How this shaped my user journey and personal brand development
By keeping things web-based early on, I stayed closer to my audience. I could test headlines, tweak offers, and shift messaging in real time. That speed helped me shape my personal brand, too. I became someone who moved fast, listened, and adjusted. And that reputation — that trust — became a valuable asset as my audience grew.
What to ask before investing in custom app development
So, if you’re asking yourself the question: “Should I build an app or a mobile website?”, before you pour resources into building a custom app, ask yourself these questions:
- Do my users need an app experience?
- Will it offer features a website can’t?
- How will I drive downloads and ongoing usage?
- Can I support ongoing updates and maintenance?
- What does success look like, and how will I measure it?
If the answers aren’t clear, hit pause. Build a better website first. Keep refining. Then revisit the app conversation when the demand is loud and clear.
Now, should you build a mobile app or mobile website? The decision between website or mobile app first is mainly about your needs and funds. If a website can fulfil everything your business needs, you should stick to it, at least from the beginning.
