Wondering if your business should develop a mobile website or a mobile app? The answer probably depends on your business needs and goals.

Before determining which is the right choice for your business, let’s take a quick look at what each one is and does.

What’s the difference?

A “mobile website” is a website version that can be viewed and used easily on a mobile device, such as a tablet or smartphone.

For instance, since mobile users don’t have a mouse to click with and are viewing on a smaller screen, buttons on a mobile website may be larger and easier to push with a thumb or fingers. It’s normally a separate website from your main site, built for mobile, not PC.

A better option is having a single website that is “mobile-responsive”. This means that the primary website automatically determines which type of device the viewer is using and adjusts accordingly. In other words, the display, clickable buttons, text and other features vary depending on what type of device it’s being viewed from.

On the other hand, a mobile app (application) is specifically designed ONLY for use on mobile devices. Users have to download the app onto a smartphone and/or a tablet.

Which is right for my business?

Without question, if you don’t have a mobile or mobile-responsive website, you need to create one. According to statistics released by 3rdsense in January, 65% of the Australian population now has a smartphone. Of those owners, 78% said they use it to research products and services, 90% use it to research local information and 41% have made a purchase directly from their phone.

Bottom line: If your business wants leads or sales from your website and you don’t have a website that displays on mobile devices, you’re missing sales opportunities. A mobile-responsive website is typically better than building a separate mobile website due to doubling the costs of developing, maintaining, updating and hosting. However, if you don’t have a main website; you can’t afford to make it mobile-responsive; or you want some different mobile functionality, a mobile site can be useful.

Many website design themes are already mobile-responsive. They are your best option. Aside from being preferred by Google (to mobile websites) they offer advantages over apps too: it’s easier to quickly update information (like editing prices and content); you can link to them from emails and blogs easier; they have a broader reach than an app; and are easier to find using a browser. Unlike an app, mobile-responsive websites don’t have to be downloaded, and they generally cost less to create.

However, an app can be useful for customers who have a specific need, especially while on the go. For instance, I created an app for one of my clients, Ri-Industries, that allows contractors and plumbers to access detailed drawings of their septic tanks and other products while on site via their phones or tablets.

Also, a mobile app can offer advantages that a website can’t. For example, not all apps require an Internet connection; they may have an offline mode so that users can still use them without being online.

Apps can also be great for pushing out messages or you want to have interaction with your audience.

Need to create a mobile site or app?

If you don’t have a mobile or mobile-responsive website – or if you think you want to create an app for your business – we can help. Contact Breathe Marketing today to discuss your options.

Vary your approach. There are literally hundreds of ways to get your message out to customers, so don’t limit yourself to just one or two. If something is working well for you, keep it up, but don’t be afraid to try something new – just make sure you’re keeping track of what works and what doesn’t. Also, talk with your customers (both online and in person) to get their feedback and opinions.

Make it personal. Looking for a way to separate yourself from the competition? Share your story. People love to know about how and why you started your business, who you are, and what you do outside of work. If your company makes an effort to give back to the community in some way, either through donations or through volunteer work, let your customers know by sharing information on your website.

Take care of your customers and keep your eye online. People have more ways than ever to tell others about your business, which means that whether you like it or not, a good or bad review can spread to thousands of people in just minutes. Watch what’s being said about your company and if necessary, do some online damage control. Even if someone’s vocal about a bad experience, people will see that you made an effort to put things right. To start, set up a feed reader (like Google Reader) and sign up for Google Alerts and Yahoo Alerts (both free). You may also want to look into getting results through options like Technorati, BackType and Social Mention.

Make sure you’re mobile. An astonishing 75% of the world’s population now has access to mobile technology, and an ever-increasing number of people use their phones to search and find things they want to buy. If your website isn’t mobile-friendly, you’re losing customers. Think it’s time to revamp your site? Do it now.

Need help with any of these ideas? Contact us!