The request usually arrives as “we need an app”. Underneath it is a different question: how do customers reach us, and what do they do once they're here?
An app earns its place when people come back often, when it needs something only a phone can do — camera, location, notifications — or when it replaces a process staff already run on their phones. Otherwise a fast, well-built website reaches more people for less money.
Three questions we ask first
How often will the same person use it? Weekly or more points towards an app. Once a quarter almost never does.
What does the phone do that the browser can't? If the answer is nothing, the browser wins.
Who maintains it in year two? App stores, OS updates and two codebases are a real cost — we put it in the quote before anything is built.
Facing this decision yourself? Bring it to a call — we'll tell you what we'd do.
