When you're looking to build interest in your startup, a mobile application may seem like a great idea. People will have it on their phones and tablets, always ready to use and reminding them of your business.

But a mobile app is the wrong first step. Before it can help you, you need a Web presence, and you're better off putting the app's functionality into a Web application that anyone can use without downloading. Once you have regular traffic on your site, you can think about boosting loyalty with an app. But a responsive app — one that functions well on screens of all sizes — is the best way to get there. Here are some reasons.

1. Need to build an audience

The first step is to get people to learn about your business and get interested. Discoverability is much higher for a website than a downloadable application. With advertising, SEO, social media, and other tested strategies, you can get visitors to start coming to your site and using it. You need this audience to grow quickly and stay around.

Few people will download an app for a business they know nothing about. Using a Web application is a low-commitment way for visitors to familiarize themselves with what you offer and make inquiries or place orders.

2. Cost of user acquisition

Getting people to download and use mobile apps requires a marketing campaign, and that costs money. The cost per person who is persuaded is called the user acquisition cost, and it's significant, generally around $2.50 to $3.00. It may be higher if you don't have a well-known brand. Acquiring regular website visitors is much cheaper.

Mobile application users will have a higher rate of engagement, and that will eventually make up for the acquisition cost. But the first step is to build up a base of users who are interested in your business. You can do that more economically with a Web application.

3. Cost of development

A downloadable application is an independent piece of software. There's more to it than adding interactive features to your site. If you want to reach the widest audience, you need to create iOS and Android apps. The respective app stores need to approve them, which can require going back and forth. A properly designed Web application works with all browsers and has a more direct path to the user.

4. Release cycle time

In the early stages, changes in your app will be frequent and significant. Each time you add features, you have to build a new release, test it, get it into the stores, and persuade users to download it. If there's a significant bug, you have to do an emergency release. Getting a new version into the users' hands takes time. With a Web application, all that's necessary is to build it, test it, and deploy it to your servers. The next time the users visit the site, it will be there for them.

5. Quick prototyping options

A big advantage of building an application on the Web is that you can prototype it on the Web. The prototype can have exactly the user interface of the final product, including navigation. The only missing piece will be the e-commerce or other live functionality. Testers can report what they like and dislike, and making changes is quick. Building a prototype mobile application is a more tedious process.

Platforms such as Squarespace, Wix, and Webflow provide drag-and-drop tools for prototyping, with no coding required. Developers know exactly what's wanted when it's time to get down to coding, saving on time and costs.

We have the experience to develop Web applications that will help your business to increase its audience and revenue. Get in touch with us for a free consultation to review your product strategy.

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