Digital marketing can feel like such a hassle sometimes. And now you’re hearing your business needs an app??

But wait! An app could be the best marketing tools you have ever had.

Why? Because everyone has a smartphone.

Having a website and having a mobile app are two completely different things and as such, they accomplish different goals for your business or practice.

But before we can go further into whether you need an app, let’s make we’re all on the same page regarding the differences between websites, web apps and mobile apps.

Website

When most people think about a website, they think about something they can easily access on a computer, and hopefully just as easily on a phone or tablet (with a good web developer, they can).

If the website pulls up in the browser on a smart phone and displays correctly, that means it is a responsive website. It is built for all browsers and it changes to fit the screen size it’s being viewed on.

To access a website on a phone, you usually need a cellular network, WIFI, or other means to connect to the Internet .

Mobile Apps

Mobile apps are built to be installed and be accessed from a specific device, like an iPhone or Android phone, or from a specific tablet like an iPad. In other words, they are built for specific mobile operating systems.

When a mobile App is accessed, it is done so directly from your device. Mobile apps are stored on your device and access your device’s system resources.

Confused yet? Let’s demonstrate the difference.

While there are many similarities between web apps and mobile apps – like color and fonts – these really are two different products. Let’s look at the pros and cons of each.

Mobile Apps

Pros: 

• Easily accessed. 
• Better functionality. Can access your phone’s resources, like location services or camera, in ways web apps often can’t.
• Faster than web apps – often due to not having to be online.
• Better personalization for the user. You can tailor the communication to fit your business branding as well as the needs of your customers, clients, or patients.
• Faster to build and launch. A business app can be ready faster than a website.
• Users can more easily share content with others.
• Build campaigns are easier to accomplish via app (like checking in, orders for products and services, shopping, etc.).
• Information is more concise but can be expanded if the user wants more.
• Send notifications both to the owners and the users of the app.
• More promotional opportunities and potential exposure via the App Store or Google Play.
• A new stream of conversions.
• More design freedom. Each feature in an app can be designed to best fit your business or practice.
• Add fun options to engage the user, like games, scratch and play, audio, and video.
• Provide users a one-touch option for social engagement.
• Easy for users to share the app with others, making for easier referrals.
• Can be connected to your website to improve mobile traffic flow to it.

Cons: 

• The more programming and customization required (such as implementing inventory control or ride-sharing features), the higher the cost.
• Must be compatible with operating systems, which requires custom coding knowledge.
• If constant updates are made, they can impact your rank on the charts. They can also get expensive since both Google and Apple have resubmission charges.
• Depending on what is in your app, it may be difficult to get approved by app stores.
• Must be installed, which means users must know it exists in order to use it.

Web Apps

Pros: 

• Already mobile responsive if you have a good website developer (make sure it’s responsive and not reactive).
• Browser-based. As long as you have a sound Internet connection, it works.
• Easy to maintain for anyone who knows how to use the CMS in the website.
• Will update when the website updates.
• Easier to build, requiring less skill than mobile apps.
• Does not require app store approval (but you better make sure to keep the search engines happy).
• Easy to take care of SEO to improve ranking.

Cons:

• Does not work without an Internet connection.
• Slower responsiveness than mobile apps, since they must go through WIFI or cellular.
• May not be as discoverable as mobile apps since they are not listed anywhere like a mobile app is in app stores.
• Quality and security are not guaranteed, since web apps don’t need approval by an app store.

What’s the Best Digital Strategy for Your Business?

Now that you know the differences, it’s time to decide.

The right choice for your business depends on the objectives you are trying to achieve. If your goal is to bring more information to a broader audience, then a website that is responsive (web app) is the right choice. If your goal is to get more interaction with your audience, then a mobile app is the right choice.

Both are good choices! But who said you can’t have both?

If you would like to see samples of mobile apps designed for practices and businesses like yours, then fill out the form below to schedule a consultation. We’ll demo your options and discuss what you want your app or website to do.