I've been working with businesses for over eight years now, helping them figure out whether they need a mobile app or if a mobile website will do the job. It's one of the most common questions I get asked—and honestly, it's not always an easy one to answer. Every business is different, every audience has different needs, and what works for one company might be completely wrong for another.
The thing is, there's no magic formula here. I've seen companies spend thousands on a mobile app when a simple mobile website would have done exactly what they needed. On the flip side, I've also watched businesses struggle with mobile websites when what they really needed was the power and functionality that only a mobile app could provide. It's frustrating when you see someone make the wrong choice—especially when it could have been avoided with a bit of planning.
The best choice isn't always the most expensive one, and it's definitely not always the cheapest one either
That's why I've put this guide together. We'll look at what mobile apps and mobile websites actually are, when each one makes sense for your business, and how much you can expect to spend. By the end, you'll have a clear understanding of which option is right for you—and more importantly, why.
What Is a Mobile App?
Let me start with something that might surprise you—most people think they know what a mobile app is, but when I ask them to explain it, they often get a bit tongue-tied! After building apps for countless businesses over the years, I've learned that understanding what an app actually is makes all the difference when deciding if you need one.
A mobile app is a piece of software designed specifically for smartphones and tablets. Unlike websites that you visit through a browser, apps are downloaded from app stores (like Apple's App Store or Google Play) and installed directly onto your device. Think of your phone right now—Instagram, WhatsApp, your banking app—these are all mobile applications.
Native vs Cross-Platform Apps
Here's where it gets interesting. Apps can be built in different ways. Native apps are created specifically for one operating system—either iOS or Android—which means they can tap into all the unique features of that platform. Cross-platform apps, on the other hand, are built once and work on both systems, though they might not access every device feature.
The key thing that sets apps apart from mobile websites is that they live on your device and can work even when you're offline (depending on what they do, of course). They can also send you push notifications, access your camera, use your location, and integrate with other apps on your phone—something websites simply can't do as seamlessly.
What Is a Mobile Website?
A mobile website is simply a website that's been designed to work brilliantly on your phone or tablet. Think of it as a regular website's mobile-friendly cousin—it lives on the internet just like any other website, but it's been built with smaller screens and touch controls in mind.
The key difference between a mobile website and a regular website is all about user experience. Mobile websites have larger buttons you can actually tap with your finger, text that's readable without squinting, and pages that load quickly even on slower mobile connections. They automatically adjust to fit your screen size, whether you're using a tiny phone or a larger tablet.
How Mobile Websites Work
Mobile websites run through your phone's web browser—Safari, Chrome, Firefox, whatever you prefer. You don't need to download anything from an app store; you just type in a web address or click a link and you're there. The website detects that you're using a mobile device and serves up the mobile-optimised version.
Check if your current website works well on mobile by opening it on your phone. If you're pinching and zooming to read text or struggling to tap buttons, it's time for a mobile-friendly update.
Common Mobile Website Features
- Touch-friendly navigation menus
- Readable text without zooming
- Fast loading times
- Easy-to-tap buttons and links
- Simplified layouts that work on small screens
- Click-to-call phone numbers
When Does Your Business Need a Mobile App?
After working with hundreds of businesses over the years, I've noticed that the companies who really benefit from mobile apps share some common traits. They're not just building apps because everyone else is doing it—they have genuine reasons that make business sense.
You Need Regular Customer Interaction
If your customers need to interact with your business regularly, an app starts to make real sense. Think about banking, food delivery, or fitness tracking. These businesses work because people use them multiple times a week, sometimes daily. The convenience of having everything right there on their phone becomes really valuable.
I've seen retail businesses do brilliantly with apps when they offer things like loyalty programmes, exclusive deals, or easy reordering. But if you're a wedding photographer who only works with each client once? An app probably isn't going to give you much return on investment.
Your Service Benefits from Phone Features
Apps really shine when they can use what makes phones special—the camera, GPS, push notifications, or offline access. If your business could benefit from sending timely alerts, using location services, or working without internet connection, then an app might be the right choice. A mobile website simply can't access these features in the same way, and that's where apps have a clear advantage over mobile sites.
When Is a Mobile Website Enough?
Sometimes you don't need to build a mobile app at all—and I say this as someone who makes a living building them! A well-designed mobile website can do the job perfectly for many businesses, and honestly, it might be the smarter choice for yours.
If your business is mainly about sharing information, a mobile website works brilliantly. Think about restaurants showing their menus, shops displaying their products, or service companies explaining what they do. These don't need fancy features like push notifications or camera access—they just need to look good and load fast on phones.
When Mobile Websites Make Perfect Sense
Mobile websites are brilliant for businesses that don't need users coming back daily. If someone visits your site once a month to check your opening hours or browse your services, that's totally fine. You're not trying to build a habit; you're just making information easy to find.
A mobile website is like having a shop window that's always open—people can peek in whenever they need to, without any commitment
Budget plays a big part too. Mobile websites cost much less to build and maintain than apps. You don't need separate versions for different phones, and updates happen instantly without users having to download anything. For small businesses or startups testing their ideas, this makes complete sense—you can always build an app later if your business grows and needs those extra features.
Cost Differences Between Apps and Mobile Websites
Right, let's talk money—because that's what keeps most business owners awake at night when they're weighing up their options. I've had countless conversations with clients who've been shocked by the price difference between building an app versus a mobile website, and honestly, I get it. The gap can be pretty significant.
Mobile websites are generally the more budget-friendly option. You're looking at a single codebase that works across all devices and browsers. No need to build separate versions for different platforms, which keeps development time (and costs) down. Updates are straightforward too—make a change once and it's live for everyone.
Development Costs Breakdown
| Project Type |
Typical Cost Range |
Development Time |
| Mobile Website |
£3,000 - £15,000 |
4-12 weeks |
| Native App (iOS or Android) |
£8,000 - £40,000+ |
12-24 weeks |
| Cross-Platform App |
£6,000 - £30,000+ |
8-20 weeks |
Apps require more specialised development skills and testing across multiple devices. If you want both iOS and Android versions, you're essentially building two separate products—unless you go down the cross-platform route, which can help bridge that cost gap somewhat. Don't forget about ongoing maintenance either; apps need regular updates to stay compatible with new operating system versions.
User Experience: Apps vs Mobile Websites
When it comes to user experience, there's a clear winner—and it's the mobile app. After building countless mobile apps and mobile websites over the years, I can tell you that apps consistently deliver a smoother, more enjoyable experience for users. They load faster, respond quicker to touch, and feel more natural to use.
Think about scrolling through your favourite social media app versus using the same platform in your mobile browser. The app feels instant, doesn't it? That's because mobile apps store information directly on your phone, so they don't need to fetch everything from the internet each time you use them. Mobile websites, on the other hand, have to load fresh content every single time—which means more waiting around.
The Technical Differences That Matter
Mobile apps can use your phone's built-in features like the camera, GPS, or push notifications seamlessly. Mobile websites can access some of these features too, but it's often clunky and requires extra steps. Users notice this difference, and frankly, they expect better these days.
If your users will be accessing your service frequently throughout the day, a mobile app will provide a much better experience than forcing them to type in your website address repeatedly.
But here's the thing—a poor mobile app experience is worse than a good mobile website. So if you're going down the app route, make sure you invest in getting it right.
Making the Right Choice for Your Business
Right, so you've made it this far and you're probably thinking "just tell me what I need already!" I get it—after weighing up all the pros and cons, costs, and user experience differences, you want a clear answer. But here's the thing: there isn't a one-size-fits-all solution.
What I can tell you is this: most businesses I work with think they need an app when they actually don't. They get caught up in the excitement of having their own app without really thinking about whether their customers will use it regularly. If your customers visit your business once a month or less, a mobile website is probably your best bet.
Quick Decision Framework
- Do your customers need to access your service daily or weekly? Consider an app
- Are you selling products or providing information occasionally? Mobile website works great
- Do you need device features like camera, GPS, or push notifications regularly? App makes sense
- Is your budget tight and timeline short? Start with a mobile website
- Want to send personalised notifications to build loyalty? Apps win here
My honest advice? Start with a brilliant mobile website first. You can always build an app later when you've proven there's demand for it and you understand exactly what your customers need.
Conclusion
After working with hundreds of businesses over the years, I can tell you that the choice between a mobile app and mobile website isn't about picking the "better" option—it's about picking what's right for your specific situation. I've seen companies waste thousands building apps when a well-designed mobile website would have done the job perfectly; I've also watched businesses struggle with mobile websites when their users desperately needed the features that only a mobile app could provide.
The truth is, most businesses start with a mobile website and that's absolutely fine. It's cheaper, easier to maintain, and reaches everyone with a web browser. But when you start noticing patterns—customers wanting to save information, use your service offline, or access device features like the camera—that's when you know it might be time to consider a mobile app.
Don't rush the decision though. Your mobile website can serve you brilliantly for years whilst you gather data about how people actually use your service. When the time comes to make the jump to a mobile app, you'll have real user behaviour to guide your decisions rather than just guesswork. That's when you build something people actually want to download and keep using.
