Making the Right Choice for Your Small Business Budget
As a small business owner, you know you need to reach customers on their mobile devices. But should you invest in a mobile-friendly website or build a dedicated app? This is a big decision that affects both your budget and how customers connect with your business.
What’s the Difference?
Mobile-optimized websites work in any web browser. They adjust to fit different screen sizes, from phones to tablets to computers.
Dedicated apps are programs that customers download from app stores and install on their phones or tablets.
Let’s look at the pros and cons of each option to help you make the best choice for your business and budget.
Mobile-Optimized Websites: The Basics
A mobile-optimized website is designed to look good and work well on any device. When someone visits your site on their phone, everything adjusts to fit their screen perfectly.
The Good Things About Mobile Websites
Mobile-friendly websites offer several important advantages for small businesses. First, they’re much more budget-friendly to create and maintain. You can expect to spend between $2,000-$5,000 for a good mobile website, which is significantly less than the $15,000-$50,000 you might pay for even a basic app.
Another major benefit is universal compatibility. Your customers can access your mobile website on any device with a web browser, whether they use an iPhone, Android phone, or tablet. This wide reach helps you connect with more potential customers.
Making updates is also simpler with a mobile website. When you need to change information, add products, or fix something, you only update it in one place. All your visitors see these changes immediately without needing to download or install anything new.
Discoverability is another key advantage. People can find your business through Google searches, which helps new customers discover you naturally. And unlike apps, you don’t need to go through any approval process with Apple or Google to launch or update your website, giving you complete control over your online presence.
The Not-So-Good Things About Mobile Websites
Mobile websites do come with a few limitations you should consider. They rely on internet access to function properly. When your customers have a weak or spotty connection, your site might load slowly or not at all, which can lead to frustration. Mobile websites also have restricted access to device capabilities that many of us take for granted. Features like the camera, GPS tracking, or push notifications that can enhance user experience are either limited or unavailable through a standard mobile website. Performance can be another drawback. Mobile websites typically don’t run as quickly as native apps because they’re loading content from the web rather than from the device itself. This speed difference might affect how customers experience your business online, especially if your site has many images or complex features.
Dedicated Apps: The Basics
A dedicated app is a program made specifically for mobile devices that customers download from the App Store or Google Play.
The Good Things About Apps
- They offer better performance: Apps usually run faster than websites because they store some data directly on the device.
- They can work offline: Many apps can still function even when there’s no internet connection.
- They can use phone features: Apps can use device features like the camera, GPS, push notifications, and more.
- They offer a better user experience: Apps can provide smoother scrolling, better animations, and more responsive interactions.
- They create loyal customers: Once someone downloads your app, they’re more likely to use your business regularly since your icon is always on their phone.
The Not-So-Good Things About Apps
The drawbacks of apps mostly center around cost and accessibility. Building an app requires a substantial investment—often 5-10 times more than creating a mobile website. This expense multiplies when you consider that you’ll likely need separate versions for iPhone and Android users. The costs don’t end after launch either. Apps require ongoing updates to stay compatible with new phone operating systems and to fix inevitable bugs that pop up. This translates to a continuing expense that many small businesses struggle to maintain.
Getting your app into customers’ hands presents another set of challenges. Apple and Google both require apps to go through an approval process before appearing in their stores. This review can take time and might require multiple rounds of changes to meet their guidelines. Even after approval, discovery remains difficult. Unless someone specifically searches for your business in an app store, they’re unlikely to stumble across your app organically. Finally, there’s the download barrier. Many consumers are experiencing “app fatigue” and resist downloading new apps, especially for businesses they don’t interact with regularly. This reluctance can significantly limit your reach compared to a website that’s instantly accessible with a single click.
How to Choose What’s Right for Your Business
Here are some questions to help you decide:
What’s your budget?
Small budget (under $5,000): A mobile-optimized website is your best bet. It gives you the most value for your money and reaches the widest audience.
Medium budget ($5,000-$25,000): You could have a really great mobile website with some advanced features. An app might be possible but would be very basic.
Larger budget (over $25,000): You could consider both a mobile website and an app if your business really needs both.
What does your business do?
Many types of small businesses can thrive with just a mobile website. Local shops and restaurants, professional service providers like accountants or lawyers, small retailers, and information-based businesses typically find that a well-designed mobile site fully meets their needs and their customers’ expectations.
On the other hand, certain business models may gain more value from investing in an app. These include businesses that customers interact with frequently—daily or weekly—where convenience is paramount. Companies that rely on sending regular updates or reminders to stay engaged with customers might also benefit from app capabilities. Businesses with robust loyalty programs often find that apps provide a better experience for tracking points and rewards. Additionally, if your business model requires access to phone features like the camera or precise GPS location services, an app might be necessary to deliver the experience your customers expect.
What do your customers want?
Think about your typical customer:
- How tech-savvy are they?
- Do they use apps regularly?
- Would they download an app for your type of business?
- How often do they interact with your business?
Smart Compromise: Progressive Web Apps
If you like features from both options, consider a Progressive Web App (PWA). These are websites that act more like apps. They:
- Can work offline
- Load quickly
- Can send push notifications
- Can be added to the home screen
- Cost less than traditional apps
Many businesses find that PWAs give them the best of both worlds at a price that fits a small business budget.
Next Steps: Making Your Decision
When you’re ready to move forward, start by listing the must-have features for your mobile presence. Think carefully about what functionality is truly essential for your business and customers. What key tasks should people be able to complete? This clarity will help guide your technology choices.
Next, set a realistic budget that accounts not just for initial development but also for ongoing maintenance. Be honest with yourself about what your business can afford both now and in the coming years. Remember that underfunding your mobile strategy might result in a poor experience that does more harm than good.
Taking time to talk with your customers can provide invaluable insights. Ask them directly if they would download and use an app for your business, or if they’d prefer a mobile website. Their answers might surprise you and will certainly help inform your decision.
Many successful businesses take an incremental approach. Consider starting with a well-designed mobile website to establish your digital presence. This approach lets you gauge customer interest and collect feedback before potentially investing in an app later if your business needs evolve.
Finally, don’t hesitate to work with professionals who understand the unique challenges of small businesses. Find a developer who speaks in terms you understand and who can help you evaluate the options based on your specific situation, not just what’s trendy or what they prefer to build.
The Bottom Line
For most small businesses with limited budgets, a mobile-optimized website is the smarter first choice. It reaches more customers at a lower cost. You can always add an app later if your business grows and your needs change.
Remember, the best mobile strategy isn’t about having the fanciest technology. It’s about connecting with your customers in a way that works for them and makes sense for your budget.
Start by making sure your website looks great and works well on mobile devices. Then, as your business grows, you can consider whether a dedicated app would truly add value for your customers and your bottom line.
