Responsive Design or App? You Decide.

Is your digital presence relevant for today's mobile ecosystem? Is your content available to all your digital user? Should you consider responsive design or develop a custom app? While the app ecosystem is strong and continues to grow, there are many challenges to developing an app. In most cases, a website with mobile responsive design alleviates the challenges and creates great experiences for your users. Here are six reasons why I prefer responsive design over a custom app.

Enter your content once.

Since responsive design allows you to use the same content, styled multiple ways based on the browser size, you only have to enter your content once. This is great for communication and marketing teams who are also looking for ways to get more done.

Multitude of phones and operating systems? No problem.

Should you develop just an iPhone app, or do you need an iPad app, too? What about Android, Windows, or Blackberry? And what about all the various mobile device sizes? With responsive design, there is no need to worry about all this. Your design scales to the right design based on the browser, ensuring each user sees your content styled properly for their device.

App downloads.

While apps are great for insiders and fans, those new to your organization are heading straight for your website. Most of the time, your first exposure is your website. While an app can serve your insiders well, you only get one chance to make a first impression. Creating insiders means engaging with those new to your brand.

Easy to Update.

With responsive design, whenever you update your website, your mobile presence is immediately updated. Once more, if you need to make a major functionality change, you don't have to wait for app store approval. Responsive design allows you to respond quickly and effectively to the needs of your digital users.

Consistent access and experience.

Because responsive design allows you to design for browser size rather than device, you can ensure all your mobile users are experiencing a consistent brand presentation.


While the development of a custom app can be very expensive, responsive design is a very cost effective solution. A website programmed to today's standards lends itself to being able to utilize responsive design. The end result is a great experience for your user at a fraction of the cost of an app.