If you are a mobile app owner, it is understandable that your top priority is to create and maintain a high-quality app. Since your app is downloaded primarily from an app store, the thought of developing a website may not have even crossed your mind.
The truth is that you cannot go so far with the app store page. If you research the most popular apps, you will find that most of them have supportive websites for those apps. Websites serve not only from the marketing perspective but also offer a space to share in-depth information that you can’t provide on an app store page.
Key benefits of having a website for your mobile app
This blog post will cover more reasons why having a website can benefit your mobile app. We will also discuss the essential elements that you should include in such a website to gain maximum benefit.
1. App promotion
Ideally, it is important to build awareness about your product before the official launch. A website offers an ideal way to promote your app and gain the necessary momentum. You should create content about the app’s functionality to give potential users a taste of the app.
You can also provide a demo version on your website and start collecting email addresses of the users who might want to subscribe to a waiting list. This way, you can keep in touch with them and inform them once the app is available for download.
Statistics from 2020 show that thousands of new apps are released everyday through the Android and iOS platforms. However, simply submitting your app to an app store and hoping for downloads is not enough. To stand out among the competition, you need to create a website and start marketing your app before its official launch.
App users often conduct online searches to read details and compare competitive apps to find the best among them. If you have a website supporting your app, you increase your visibility and the chances of being discovered through an organic search.
3. No limitations on the content
The app store page has limited space for content, and there are certain guidelines and specs to follow. But you do not face such limitations on a website. You can upload high-quality photos, screenshots, videos and bring your app to life with an engaging web design.
By sharing content that demonstrates the app’s functionality and complementing it with a responsive website, you can ensure an immersive experience for the users. Both of these factors tie back to the branding of your mobile application.
4. Provide support
In the current competitive marketplace, users find it easy to leave a bad review and uninstall the app if they can’t get instant support. Enabling your app users to reach out to you on an active platform makes for an optimal customer experience.
By providing excellent service and support on a website, you can establish a strong connection with your customers and convey what you want your app image to be. You can also add a feature for live chat to make your customers feel more valued.
A website gives you the space to explain all the app’s features, benefits, and how it compares to other apps. Some users may download your app just by reading the app description, but others will need detailed and convincing information to install the app.
The best way to provide extended information is by building a website and sharing not only the features and benefits of the app but also your company’s bio and developers’ profiles.
6. Engage directly with users
The ability to communicate directly with customers is one of the reasons for building a website. Many of the things on the app store are of little use to the developers. They can’t access user engagement on the app store to improve user experience and engagement with the app. Although the reviews are public, they are not as beneficial as having a direct conversation.
7. Access to analytics
When it comes to app stores, you cannot know the overall traffic or gauge users’ engagement with your app.
However, you can access in-depth web analytics to understand how users interact with your content and what they think of your app. Based on their views; you can take steps to improve the user experience.
8. Get user feedback
Trying to find out what your users want can be a challenging task. Build a website with a suggestion form to give users a chance to express what they like or dislike about your app.
While reviews on the app store can be helpful, it is always good to engage with users directly on a website. Not only does it highlight that you are listening to your customers, but it also gives you a chance to improve your app.
If you are working with developers, you can show them the submissions to understand the needs of your audience.
9. Keep your audience up to date
A website is also a great place to inform users about new features or major upgrades to the app. You can post news and updates about the app and share use cases directly with your audience. You can add all this information into the app; however, users don’t always like to be bothered with pop-ups and blocks of text in a mobile app.
Use a simple link to the news or update in the app to keep your users in the loop.Your website can also act as a launching point for new products or apps, especially those related to your current app.
A website can help you improve the search for your app on search engines. Even if you have a limited amount of content on your website, you can optimize it with proper keywords to rank higher in search engines.
If you can manage to receive high-quality links to your app from influencers and journalists, you can build the authority of your mobile app on the app store.
Key elements of an app website
Now that you know the importance of a website for a mobile app, let’s try to comprehend the essential elements you should include in the website.
- App name and icon: The name and icon of your app should be visible across the website. Moreover, it should be similar to the app name and icon in the app store.
- Tagline: It is a line that highlights the selling point of your app. It should explain the function of your app and why users should download it.
- A call-to-action button: The call-to-action button prompts the visitors to take action. It can be a signup form or a download button that redirects users to the app store.
- Testimonials: It should include customer reviews, ratings, and any awards won by the app.
- App screenshots: The photos and screenshots should clearly demonstrate the main features and functionality of the app.
- Demo video: You should also include a video demonstrating the experience that a user would get after downloading the app.
- Social media accounts: The website should link to your social media accounts so that customers can directly reach out to you across various platforms.
- Contact information: If the app users have any questions regarding the app, they should have a clear and easy way to reach out to you.
A website is not a primary requirement for the success of an app. There are instances when an app website may not make sense, especially if you are low on budget. A subpar website can have a negative impact on your app and bring more harm than good.
However, there are plenty of good reasons to build an app website. It helps you promote the app before and after the launch and keeps you in touch with the target audience. Additionally, you can have the benefit of asking for early signups and even incorporate some of the users’ suggestions in the app.
Your mobile app and website should work hand in hand to promote, engage, and gather feedback about the app. If done right, you will increase your app revenue and achieve your KPIs.
Mehul Rajput is a CEO and co-founder of Mindinventory, a leading mobile app development company which specializes in Android and iOS app development and provide web and mobile app solutions from startup to enterprise level company. He’s an avid blogger and writes on mobile technologies, mobile app, app marketing, app development, startup and business.