Should my small business build a website or a mobile app first?

Why a website usually comes first

• People can find it through Google and AI assistants; an app is mostly found by people who already know you.
• It works for anyone with a browser, with nothing to install.
• Changes go live instantly, without waiting for app store review.
• It is a lower investment and gives you a place to share your services, prices, location, contact details and reviews.

When an app makes sense

• Customers come back frequently, for example to reorder, book appointments, track deliveries or check balances.
• You need push notifications, camera, GPS, offline access or other phone features.
• You run a loyalty programme or service that works better as an icon on the customer's home screen.
• Your staff or field team need a tool on their phones for daily work.

A simple way to decide

1. 1Write down the one main thing customers need to do with you online.
2. 2Ask how often they would do it. Once or occasionally points to a website; weekly or daily may justify an app.
3. 3Check whether it needs phone features that a website cannot offer well.
4. 4Start with a mobile-friendly website, and add an app once you see repeat customers asking for it.

The middle ground

A progressive web app (PWA) is a website that can be added to the home screen and behave more like an app, with some offline support and, on many devices, notifications. It can be a sensible step between a website and a full app. Planning your website with a proper backend from the start also makes it easier to add a mobile app later that shares the same data.