How to Convert a Website to Mobile App: What Works, What Sucks, and What You'll Actually Pay

Converting your website to a mobile app isn't rocket science anymore. But the market is flooded with tools promising no-code magic for $20/month and agencies quoting $100K for custom builds. Here's what you actually need to know.

Your Three Main Options (And What They Really Cost)

1. No-Code Website-to-App Builders

These tools wrap your website in a mobile app shell. Think of it as putting a native app costume on your mobile site.

AppMySite is one of the main players here. Current pricing starts at $49/month for their Starter plan with Android support. You'll need the Pro plan ($99/month) if you want iOS. The tool syncs with WordPress and WooCommerce automatically-your website updates flow to the app in real-time.

What's good: Fast setup. Most users get an Android app built in under an hour. The visual editor is straightforward, and you can preview everything before paying. Deep WordPress integration means your posts, products, and pages sync automatically. The free preview plan lets you build and test apps before committing to paid plans.

What sucks: Recent price hikes have users pissed. Multiple reviewers noted prices jumped 60% with minimal notice. iOS support is locked behind higher-tier plans, which is steep for small businesses. Customization is limited-you're stuck with their templates. Some users report slow response times when editing. Billing complaints are common, with users reporting unexpected charges and difficulty canceling.

Hidden costs: Want push notifications? Pay extra. Need analytics? Pay extra. The base plan works, but every useful feature is an add-on. Annual pricing drops the monthly cost but requires significant upfront payment. Premium plans reach $199/month, and unlimited workspace plans hit $799/month.

Check AppMySite pricing if WordPress or WooCommerce is your platform.

Median is a more premium option focused on high-quality webview apps. No public pricing-custom quotes only. They position themselves as a done-for-you service with expert support. Good for businesses wanting hands-off app development with guaranteed app store approval. They claim 100% approval guarantee and handle everything from development to launch. Case studies show apps launching in as little as 2 weeks for established businesses.

MobiLoud markets itself as more than a converter-it's a full-service partner. They handle development, app store submission, and ongoing optimization. Pricing isn't public, but they focus on content-heavy sites and e-commerce. They work with major brands like Bestseller and Estee Lauder. The service includes unlimited push notifications, automated cart abandonment notifications, and deep linking capabilities. Best for businesses that want premium support and are willing to pay for it.

Appilix offers lifetime deals starting around $69-$200 depending on when you catch their promotions. Good if you want to pay once and forget it, but you'll miss ongoing updates and support compared to subscription services. The tool builds apps in about 5 minutes and includes features like Firebase push notifications, AdMob integration, and custom CSS/JS support. Better for simple projects or side businesses that don't need constant updates.

Twinr is another player targeting D2C brands specifically. They offer both DIY and done-for-you options. Pricing follows a similar subscription model. Strong on retention features and AI-powered push suggestions. They emphasize real-time syncing between your website and app, so changes appear instantly without rebuilding.

WebToNative (Web2Native) is a budget-friendly option with fast build times. They claim 24-hour delivery and offer 24/7 support. Pricing appears more affordable than enterprise options but still requires paid plans for production apps. Good reviews mention helpful support and quick turnaround, making it suitable for smaller businesses with straightforward needs.

Appy Pie positions itself as an AI-powered website to app converter. They offer drag-and-drop customization and support for multiple website platforms including Wix, Weebly, and Squarespace. Pricing isn't clearly published but likely competitive with other no-code tools. They emphasize ease of use and quick conversion times.

Natively (BuildNatively) supports AI-built projects from platforms like Lovable and Replit. Good for developers working with modern web frameworks like Bubble and Webflow. They offer features like geolocation tracking, analytics integrations, in-app purchases via RevenueCat, and social sign-in options. Documentation is praised as detailed and beginner-friendly.

Other tools worth checking:

2. Progressive Web Apps (PWAs)

PWAs are websites that act like apps. Users can install them to their home screen, but they're still running in a browser under the hood.

Cost: Free to a few thousand dollars, depending on your current website tech stack and desired features.

What's good: No app store approval needed. One codebase works across iOS, Android, and desktop. Updates happen instantly-no user downloads required. Way cheaper than native development. You can build a basic PWA with free tools like PWABuilder in a few days. PWAs can be listed in app stores as an optional distribution channel-Google Play, Microsoft Store, and even Apple App Store support PWAs with some requirements.

PWAs offer significant advantages including improved loading speeds, offline functionality through service workers, and the ability to work on low-bandwidth connections. They're searchable by search engines, improving discoverability compared to native apps. Installation is straightforward on Android via Trusted Web Activities (TWA), though iOS requires more manual steps.

What sucks: Limited device access compared to native apps. You can't fully tap into Bluetooth, advanced camera features, NFC, or certain hardware sensors the way native apps can. Performance lags on graphics-intensive tasks compared to native apps. Apple's iOS support is weaker than Android-Safari doesn't fully embrace PWA features and lacks automatic installation prompts.

iOS limitations are significant: no automatic installation prompt (users must manually add to home screen), limited push notification support (improved but still behind Android), and Safari-specific quirks. Desktop support is mixed-Safari and Firefox don't fully support PWA installation on desktop, though Chrome, Edge, and mobile browsers handle it well.

PWAs can't access certain native features like biometric authentication on all platforms, full background processing, certain system-level integrations, and advanced device sensors. Some in-app browsers (Facebook, Instagram, Gmail) don't support PWA installation, limiting distribution.

You miss out on app store visibility and discovery. While you can submit PWAs to app stores, it requires extra work. The installation process on iOS isn't intuitive-users need visual guides showing how to tap 'Share' then 'Add to Home Screen.' This friction reduces conversion rates compared to simple app store downloads.

Real talk: PWAs work great for content sites, booking systems, news platforms, and e-commerce. Major brands like Starbucks, Twitter (lite version), Spotify Lite, Uber, and Pinterest have successful PWA implementations. They fall short for apps needing heavy hardware integration or offline-first functionality beyond basic caching.

Implementation: To build a PWA, your website needs HTTPS, a web app manifest file (defining name, icons, colors, display mode), and a service worker for offline functionality. Tools like PWABuilder by Microsoft can help generate these files. Testing tools like Google Lighthouse audit your PWA readiness and identify improvements needed for performance, accessibility, and installability.

3. Custom Development

Hiring developers to build a native iOS and Android app from scratch, or using cross-platform frameworks.

Cost: $20,000 to $100,000+ for basic to mid-level apps depending on complexity. Most mid-level apps with standard features land around $60,000-$80,000. Simple apps might run $30,000-$50,000 for 1-3 months of work. Complex apps with advanced features can easily exceed $150,000 and take 5-9 months or more.

What's good: Full control. Custom design, any feature you want, complete ownership of the code. Better performance than wrapped websites. Access to all device features and sensors-Bluetooth, NFC, biometric authentication, advanced camera controls, ARKit/ARCore, health sensors, and more. Your app can truly differentiate from competitors with unique UI/UX and functionality.

Native apps provide the smoothest user experience with platform-specific design patterns (iOS Human Interface Guidelines, Android Material Design). They can leverage platform-specific features immediately as new OS versions release. You own the codebase entirely, allowing pivots and major changes without platform limitations.

What sucks: Expensive. Time-consuming-expect 3-12 months for a quality build depending on scope. You need separate development for iOS and Android with native approach (or hire cross-platform specialists using React Native or Flutter). Ongoing maintenance runs 15-25% of initial dev cost annually, covering updates for new OS versions, security patches, bug fixes, and feature additions.

Finding good developers is hard. Hourly rates vary dramatically by location: North America averages $100-$200/hour, Western Europe $80-$150/hour, Eastern Europe $50-$100/hour, Asia/India $25-$80/hour. Managing a dev team is a whole job-requires project management, clear specifications, milestone tracking, and technical oversight.

Hidden complexity: App store guidelines are strict. Apps can be rejected for minimal value, too simple functionality, or violating guidelines. Building for two platforms doubles work unless using cross-platform frameworks. Testing across device types, screen sizes, and OS versions adds time and cost. Backend infrastructure (servers, databases, APIs) adds additional development and hosting costs.

When it makes sense: If your app needs complex features, heavy offline functionality, or is central to your business model. If you're processing payments, handling sensitive data with compliance requirements (HIPAA, GDPR), need serious performance for gaming or media apps, require integration with complex enterprise systems, or need features no-code tools can't provide. Budget $20K minimum for serious projects, expect 4-6 months minimum for quality work.

Cross-Platform Development Frameworks: The Middle Ground

Between no-code wrappers and full native development sits cross-platform frameworks-a sweet spot for many businesses.

React Native

Created by Facebook (Meta) in 2015, React Native lets you build apps using JavaScript and React. It's one of the most popular cross-platform solutions.

How it works: React Native uses JavaScript but renders true native UI components. A button in React Native is an actual iOS button on iPhone and actual Android button on Android. This gives authentic platform feel while sharing most code between platforms.

Pros: Large developer community and extensive third-party libraries. If you have web developers familiar with JavaScript and React, they can transition to React Native quickly. Hot reload lets you see changes instantly. Native performance is good for most use cases. Used by major apps like Facebook, Instagram, Airbnb (previously), Discord, and Shopify.

Cons: JavaScript bridge (though new architecture is addressing this) can cause performance bottlenecks in complex apps. Some native features require writing platform-specific code. Occasional compatibility issues when OS updates change native components. Learning curve exists despite JavaScript familiarity-mobile development patterns differ from web.

Cost implications: Cheaper than building two native apps separately. Development typically 30-40% faster and cheaper than native. Expect costs around $40,000-$80,000 for mid-complexity apps. Ongoing maintenance easier since most code is shared.

Flutter

Created by Google in 2017, Flutter uses the Dart programming language and has rapidly gained popularity.

How it works: Unlike React Native, Flutter doesn't use native components. It draws everything itself using its own rendering engine (Skia, transitioning to Impeller). Every pixel is controlled by Flutter, ensuring identical appearance across platforms.

Pros: Excellent performance-compiles directly to native ARM code with no JavaScript bridge. Beautiful, customizable UI with consistent appearance across platforms. Hot reload is extremely fast. Growing community and Google backing means regular updates. Used by apps like Google Ads, Alibaba, eBay Motors, and BMW.

Cons: Dart language is less common than JavaScript, so developer pool is smaller. Apps tend to be slightly larger in file size due to bundled rendering engine. Some developers find the widget-based architecture leads to deeply nested code. Less mature ecosystem than React Native (though catching up fast).

Cost implications: Similar to React Native-typically 30-40% cheaper than dual native development. Expect $40,000-$80,000 for mid-complexity apps. Flutter's performance advantages might save money long-term by reducing optimization needs. Single codebase for iOS, Android, web, and desktop can maximize code reuse.

React Native vs Flutter: Both are excellent choices. React Native suits teams with JavaScript expertise and projects needing platform-specific native feel. Flutter excels for apps requiring custom UI, consistent branding across platforms, and high-performance animations. Flutter is slightly more popular according to recent Stack Overflow surveys, but the difference is marginal. Both are production-ready and used by major companies.

The Website-to-App Conversion Process (No-Code Route)

Let's walk through what actually happens when you use a builder like AppMySite or similar tools:

  1. Enter your URL - The tool crawls your mobile site and imports content structure, navigation, and branding elements.
  2. Configure branding - Upload app icon (typically 512x512px and 1024x1024px for various platforms), splash screen image, choose primary/secondary colors that match your brand. Takes 10-15 minutes. Most tools provide templates and preview how it looks.
  3. Set up navigation - Decide which pages appear in your app menu. Most tools auto-import your website menu structure. You can customize the navigation style (tab bar, sidebar, hamburger menu) and icon choices.
  4. Add native features - Configure push notifications (usually requires Firebase setup), offline mode (which pages should cache), native navigation elements (tab bars, back buttons), deep linking (opening specific pages from external links), and social sharing capabilities.
  5. Customize appearance - Adjust fonts, spacing, layouts. Some tools offer more customization than others. You might add custom CSS or JavaScript if the platform supports it. Configure loading screens, error pages, and transitions.
  6. Preview and test - Download a test build to your phone. This is critical-test everything before paying. Check all major pages, test forms and interactive elements, verify images load correctly, test on multiple devices if possible, and check both portrait and landscape orientations.
  7. Generate builds - Once satisfied, generate production builds. For Android, you'll get APK or AAB files. For iOS, you'll get IPA files. This process typically takes 5-15 minutes per platform.
  8. Set up developer accounts - Google Play Developer account costs $25 one-time. Apple Developer Program costs $99/year. These are separate from your app builder subscription.
  9. Publish - Submit to Google Play (1-3 days approval, sometimes faster) and Apple App Store (1-2 weeks approval typically, can be longer if rejected). Follow each platform's submission guidelines carefully. Include required metadata: descriptions, screenshots, privacy policy, app category, and age ratings.
  10. Marketing and launch - Promote your app through your website, email list, social media. Create QR codes for easy installation. Consider soft launch to small audience first to catch issues.

Total time: 1-5 hours of actual work spread over 1-3 weeks (mostly waiting for app store approval). If rejected, address the issues and resubmit-common rejection reasons include insufficient functionality, broken links, crashes, privacy policy issues, or misleading descriptions.

Native App vs PWA vs No-Code vs Custom: Decision Framework

Choose PWA if:

Choose no-code builders if:

Choose cross-platform frameworks (React Native/Flutter) if:

Choose custom native development if:

The Biggest Mistakes People Make

1. Assuming their website is app-ready

Most websites are bloated with desktop-focused elements. Your mobile site should load under 3 seconds and be genuinely mobile-optimized before conversion. Run it through Google's PageSpeed Insights first. Common issues: images not optimized for mobile, navigation designed for desktop hover states, content too wide for mobile screens, forms that are painful on mobile, and pop-ups that don't work well in app wrappers.

Fix these before converting: optimize all images (use WebP format, proper dimensions), implement responsive design properly, test all interactive elements on actual mobile devices, remove or fix problematic scripts that assume browser chrome, and ensure all content is accessible without horizontal scrolling.

2. Ignoring app store guidelines

Apple and Google reject apps that are just website wrappers with no added value. You need to include app-specific features like push notifications, offline content, or native navigation. Just wrapping your website won't cut it anymore.

Apple specifically looks for: value beyond what's available on the web, functional features not just web views, proper error handling, compliance with privacy guidelines, and appropriate use of native features. Google is slightly more lenient but still requires functional apps with real utility.

Add value through: push notifications for updates, offline access to key content, native share functionality, smoother navigation without browser chrome, faster loading through app-optimized assets, device integration like camera access for profile photos or document scanning, and biometric login where appropriate.

3. Underestimating ongoing costs

That $49/month builder fee? It's forever. Stop paying, your app dies. Annual subscription reduces monthly cost but locks you in. Factor this into long-term budgets-that's $588/year minimum, potentially $1,188-$2,388/year for full-featured plans.

Total cost of ownership over 3 years for no-code: subscription ($588-$2,388/year × 3 = $1,764-$7,164), developer accounts ($25 + $99×3 = $322), updates and modifications (budget $500-$1,000/year for significant changes), potential add-on costs for advanced features, and time cost for management and updates. Real 3-year cost: $3,000-$10,000+.

For custom development: initial build ($60,000-$80,000), annual maintenance 15-20% ($12,000-$16,000/year × 3 = $36,000-$48,000), developer accounts ($322), hosting and infrastructure ($500-$2,000/year × 3 = $1,500-$6,000). Real 3-year cost: $97,822-$134,322.

4. Choosing iOS-first without research

iOS development and approval is stricter and slower. Android has wider market penetration globally (about 70% worldwide vs 28% for iOS). Unless your customer base is heavily iOS (check your analytics), start with Android to validate the concept cheaper and faster.

Check your website analytics: what percentage of mobile users are iOS vs Android? Look at demographics-iOS dominates in US, Australia, parts of Europe, while Android leads globally. Consider your target market and user base. iOS users typically have higher spending power, but Android reaches more people.

Strategy: Launch Android first, validate the concept, gather user feedback, refine features, then launch iOS with improvements. This approach reduces risk and spreads costs. Or launch both simultaneously if budget allows and market research justifies it.

5. No marketing plan

Building the app is easy. Getting users to download it is hard. Apps get buried in app stores-there are millions of apps competing for attention. Just listing your app doesn't mean downloads.

You need: prominent promotion on your website with clear CTAs, email campaigns to existing users explaining app benefits, QR codes in physical locations or marketing materials, app store optimization (ASO) with keywords, compelling descriptions, quality screenshots, social media campaigns, paid acquisition if budget allows, and incentives for early adopters (exclusive features, discounts for app users).

Budget 10-20% of your app development cost for initial marketing. Plan ongoing marketing efforts. Track install rates, usage metrics, and ROI carefully.

6. Skipping proper testing

Test on actual devices, not just emulators. Test both old and new devices. Test different screen sizes. Test with poor internet connections. Test every button, form, and interaction. Get beta users to test before public launch.

Common issues caught in testing: broken links, forms that don't submit, images that don't load, crashes on specific devices, poor performance on older phones, orientation issues, keyboard covering input fields, and push notifications not working properly.

7. Forgetting about analytics

You need to track how users interact with your app. Install analytics from the start: Google Analytics for Firebase (free), Mixpanel (free tier available), or platform-specific analytics tools. Track: installation sources, user retention rates, feature usage, crash rates, session length, user flow through the app, and conversion metrics.

Use this data to: prioritize improvements, identify and fix pain points, understand what features users actually use, optimize user onboarding, and measure ROI of your app investment.

Tools You'll Need Beyond the Builder

Developer accounts:

Analytics platforms:

Push notification services:

Graphics and design tools:

Testing tools:

Project management:

Real-World Conversion Costs Breakdown

Basic conversion (no-code, Android only):

Full conversion (no-code, iOS + Android):

PWA implementation (DIY):

Cross-platform development (React Native or Flutter):

Custom native development (mid-complexity):

Enterprise custom development (complex features):

App Store Optimization (ASO): Getting Your App Discovered

Building the app is half the battle. Getting people to find and download it requires App Store Optimization-the SEO of app stores.

Key ASO factors:

ASO strategy:

  1. Research keywords using tools like App Annie, Sensor Tower, or Apple Search Ads suggestion tool
  2. Analyze competitor apps-what keywords do they rank for?
  3. Implement keywords in title, subtitle, and description
  4. Create compelling screenshots with text overlays showing value
  5. Localize for different markets if targeting multiple countries
  6. Monitor rankings and adjust keywords periodically
  7. A/B test different icons, screenshots, and descriptions
  8. Encourage reviews from happy users
  9. Respond to reviews to show you care about feedback

When You Should Just Stick with a Mobile Website

Not every website needs an app. Skip the conversion if:

A well-optimized mobile website with good website builder software often beats a mediocre app. Focus on mobile web performance: fast loading, smooth scrolling, easy navigation, prominent CTAs, and mobile-optimized forms. Add a PWA if you want app-like features without full app development.

Consider the alternative: invest in making your mobile website exceptional. Implement AMP (Accelerated Mobile Pages) for content, optimize images and code for speed, implement progressive enhancement, add web push notifications (supported on Android), and create an outstanding mobile UX.

Hybrid Approaches: Combining Strategies

You don't have to choose just one approach. Many successful businesses use hybrid strategies:

Start with PWA, expand to native later: Launch a PWA to validate demand and gather user feedback. Minimal investment tests the concept. If users engage and request more features, invest in native app development. Use PWA learnings to inform native app design.

No-code for MVP, custom development for scale: Use no-code builder to launch quickly and test market fit. Gather user feedback and feature requests. Once validated, invest in custom development with lessons learned. Migrate users from wrapped app to custom app.

Native for iOS, wrapped solution for Android (or vice versa): If analytics show one platform dominates, invest in native development for that platform. Use cheaper wrapped solution for secondary platform. Maximize quality where it matters most while controlling costs.

Web app with optional native features: Build primarily as web app (responsive website or PWA). Create thin native app shell that adds platform-specific features like push notifications, native share, offline content. Keeps most development on web where it's easier to maintain.

Platform-Specific Considerations

iOS-Specific Requirements

Apple is stricter about app quality and functionality:

Android-Specific Requirements

Google Play is more lenient but still has requirements:

Monetization Strategies for Your App

If you're investing in an app, consider how it will generate revenue or support your business:

Direct monetization:

Indirect monetization:

Most B2B apps use indirect monetization-the app supports the core business rather than generating direct revenue. Factor ROI into your app decision: will increased engagement, easier ordering, or better customer service justify the investment?

Security and Compliance Considerations

Apps handling user data must address security and compliance:

Data privacy regulations:

Required elements:

Industry-specific requirements:

No-code tools vary in compliance capabilities. Verify your chosen platform supports required compliance before committing. Custom development gives full control over security implementation but requires expertise. Budget for security audits and penetration testing for sensitive applications.

Measuring Success: Key Metrics to Track

Once your app is live, track these metrics to measure success and guide improvements:

Acquisition metrics:

Engagement metrics:

Retention metrics:

Quality metrics:

Business metrics:

Use analytics platforms mentioned earlier to track these metrics. Set up dashboards for regular review. Make data-driven decisions about improvements and feature additions.

Common Technical Challenges and Solutions

Challenge: Deep linking not working

Solution: Properly configure universal links (iOS) and App Links (Android). Requires server-side configuration and app configuration. Test thoroughly. Use tools like Branch.io or Firebase Dynamic Links for easier implementation.

Challenge: Push notifications not delivering

Solution: Verify Firebase or notification service is configured correctly. Check that certificates and API keys are valid. Test on actual devices. Users must have notifications enabled. Respect user preferences and don't spam.

Challenge: App rejected by app store

Solution: Carefully read rejection reason. Common issues: insufficient functionality, broken links, crashes, privacy policy missing or inadequate, metadata issues, intellectual property concerns. Fix issues and resubmit. Use app store preview tools before submitting.

Challenge: Poor performance on older devices

Solution: Optimize images and assets. Reduce unnecessary animations. Implement lazy loading. Test on range of devices including older models. Consider progressive feature delivery (fewer features on older devices). Profile performance and identify bottlenecks.

Challenge: App size too large

Solution: Optimize and compress images. Remove unused dependencies. Use app slicing (iOS) or app bundles (Android) to deliver only necessary code per device. Consider on-demand resources for large assets.

Challenge: Offline functionality not working

Solution: Implement proper caching strategy. Test offline scenarios thoroughly. Provide clear user feedback when offline. Queue actions for when connectivity returns. Consider service workers (PWA) or native caching mechanisms.

The Bottom Line

Website-to-app conversion makes sense for businesses with existing mobile sites who want native app presence without custom dev costs. No-code tools like AppMySite work well for WordPress and e-commerce sites where content is king and you're not trying to reinvent the wheel.

Budget $1,200-2,000 for the first year if you want both iOS and Android with no-code solutions. Expect to spend a few hours setting it up and several more testing before launch. Add $500-$1,500 annually for quality maintenance and updates. The tech works-the question is whether an app adds enough value to justify the recurring cost.

PWAs offer a middle ground at minimal cost ($0-$5,000 one-time) if you have technical capability or can hire briefly. They work well for content sites and simpler use cases, avoiding app store hassles and recurring fees entirely. The trade-off is limited device access and iOS installation friction.

Cross-platform frameworks (React Native, Flutter) hit the sweet spot for many projects-better than no-code wrappers, cheaper than dual native development. Budget $40,000-$80,000 and 2-4 months for professional results. Best when you need custom features and can afford proper development but want to maximize code reuse.

If you need custom features, complex integrations, hardware access, serious performance optimization, or your website isn't already mobile-optimized, fix those issues first or budget for custom development. There's no magic shortcut to a quality app. Budget $60,000+ minimum and 3-6 months for native development. The investment makes sense when the app is central to your business model and competitive advantage.

For most small to medium B2B companies, starting with a PWA or focusing on mobile website optimization will deliver better ROI than jumping straight to native apps. Test demand with cheaper approaches first. But if your users are asking for an app, your competitors have apps, you can leverage push notifications effectively for retention, you have frequent-use cases, or you need offline functionality, the no-code route is worth testing for under $2,000/year.

Cross-platform development suits growing businesses ready to invest $40K-$80K for professional custom apps without the premium of dual native development. It's the sweet spot for many: better than wrappers, more affordable than native, and professional quality.

Custom native development is the gold standard for apps central to business operations, requiring advanced features, or generating significant revenue. The investment is substantial but justified when the app is a core product or competitive differentiator. Don't skimp here if the app is critical-you get what you pay for.

Just remember: building the app is the easy part. Getting users to download it, keeping them engaged, maintaining it long-term, responding to reviews, updating for new OS versions, fixing bugs, adding requested features, and measuring ROI-that's where the real work begins. Factor these ongoing requirements into your decision. An app is a commitment, not a one-time project.

Start by auditing your current mobile website. Check analytics for mobile usage patterns. Survey users about app interest. Calculate potential ROI based on engagement lift or efficiency gains. Then choose the path that fits your budget, timeline, technical capability, and business goals. There's no single right answer-only the right answer for your specific situation.