The importance of being able to access websites comfortably from a mobile device has been really highlighted of late, ever since Google caused what is now jauntily referred to as 'Mobilegeddon' back in April. If you are not familiar with the term, this essentially was when Google released an update to its search algorithm that meant that if a site wasn't responsive or optimized for mobile, it wouldn't show up in search results on mobile devices.
Mobilegeddon Was Not the Only Reason to Act
Of course, even before that change to Google, which undoubtedly forced the hands of some late adopters, responsive or mobile friendly design was important if you wanted to give the best possible user experience to the widest possible audience. But then, when a lot of your users are on mobile devices, there is also the option of having your own mobile app. Whether you build it in house or have a third party do it, there are plenty of firms now offering custom mobile apps. So which should you do?
Where a Mobile App Can Benefit Your Business
Having an app people can install on their phone or tablet means they always have a simple way to access a portal to your services, or simply a fun feature you use for marketing purposes like a branded game. If you are the kind of company that really thrives on repeat business, or which provides services to subscribed customers, an app can be the perfect way to make it easier for customers to connect with you and buy or manage their accounts. If you rely more on passing trade or one off sales, then an app may not be so helpful, and you may be better focusing your budget on improving SEO so more people will discover your site (on mobile and their computers). You can find a top SEO companies directory you can use to find a good agency to help you at https://www.wordpressdesignservices.com/company-service-type/seo/.
Mobile Friendly Design is No Longer a Choice!
If you think an app could be a good way to strengthen your brand, improve customer engagement and drive repeat business, then this is probably something well worth doing. However, an app is never truly a replacement for a good mobile site. Remember that most apps don't offer all of the services or content of a site, and so even existing customers will sometimes need to use the proper website rather than their copy of the app. Also think about new business people who don't already have the app or use your company will still need a good mobile friendly website to discover.
The answer to the question posed at the start of this article then, is that it is never a case of mobile friendly site, app, or both. The question you need to answer for your business, is whether you need both, or just a mobile friendly site.