I’ve had this conversation several times this year. ‘We’re considering a mobile app for…’ My answer is almost always the same: ‘In your case, I wouldn’t advise a dedicated app. What I would recommend instead is making your website feel like an app.’
I know this isn’t what organisations want to hear. Apps sound modern and professional. Having a dedicated app signals that you’re taking your digital presence seriously. However, here’s the uncomfortable truth: many small to medium-sized organisations waste a lot of time and money developing apps that users rarely download and quickly abandon.
There’s a better way, and this is why I can now give this advice more confidently: In 2024, WordPress introduced a new feature called the Interactivity API that changes how we think about interactive websites. It lets us create app-like experiences directly on your website – no app store required, no separate development costs, and no maintenance headaches.
In addition to saving you time and money, you can also update and maintain the content in the same place that you already know and use. WordPress.
Beware of ‘build your own app’ platforms
You’ve probably seen the adverts: ‘Create your app in 24 hours, no coding required!’ While these template-based app builders may sound appealing, they come with serious limitations.
The apps they produce lack customisation, so you’re stuck with pre-built templates and components that make your app look like dozens of others. You’ll also face vendor lock-in, meaning that you won’t be able to migrate your app or data to another platform without starting from scratch.
As your organisation grows, scalability becomes an issue – these platforms struggle with increased user numbers, complex functionality and larger datasets. Many use usage-based pricing that seems cheap initially, but costs escalate quickly as you add users or features. Security is often questionable since you are relying on their infrastructure. Most importantly, Apple’s App Store often rejects apps built on these platforms for failing to meet its quality standards, leaving you with an Android-only solution that excludes a large proportion of your audience.
The reality of mobile apps
Before explaining what the Interactivity API does, let’s look at why native apps are rarely a good option for smaller organisations. I have seen too many organisations waste significant budgets on apps that do not deliver value.
- Apps are expensive
Developing a proper mobile app for both iOS and Android typically costs between 20 000 € and 50 000 €. That’s just for the initial development. You’ll also need to budget for ongoing maintenance, updates, and app store fees (99 € per year for Apple’s Developer Program, 23 € one-time for Google Play). While Google’s registration fee is modest, both platforms also take 15 – 30% commission on any revenue your app generates.
- Apps are hard to maintain
Every time Apple or Google updates their operating systems, you need to test and potentially update your app. Bug fixes require submitting updates through the app stores, which can take days or weeks for approval. Compare this to a website, where you can fix issues immediately.
- People don’t download apps
Research shows the average smartphone has 60-90 apps installed, but people actively use only about 9-10 apps daily. Even when people do download an app, 25% abandon it after the first use. Your app has to compete with Netflix, Instagram, and hundreds of other apps for attention on someone’s phone.
- Discovery is difficult
Unless you have a significant marketing budget, getting your app noticed in the Apple App Store or Google Play Store is nearly impossible. Your website, on the other hand, can be found through search engines and shared through social media.
For most LGBTQ+ organisations operating on tight budgets, this simply doesn’t make sense. Every euro spent on an unnecessary app is a euro not spent on community support, advocacy, or programming.
An example from a client
One of my clients approached me about developing a walking tour app for the LGBTQ+ community in Amsterdam’s city centre. They wanted route maps, points of interest and audio guides. However, I advised them against having a custom app developed, as we could make the walking tour part of their website feel like an app for a fraction of the cost.
What the WordPress Interactivity API actually does
The WordPress Interactivity API is a standardised, native way to add interactive features to your WordPress site. It was introduced in WordPress 6.5 (April 2024) and is already powering features you might use every day: image lightboxes, search functionality, and navigation menus.
Instead of requiring separate JavaScript frameworks or custom code for every interactive feature, the Interactivity API provides a unified system that’s built directly into WordPress core. It’s lightweight, fast, and designed specifically for creating app-like experiences without the complexity of actual app development.
Traditional WordPress loads a new page every time you click a link. With the Interactivity API, parts of your site can update instantly – just like an app – without the full page reload. Content appears and disappears smoothly, forms submit without interruption, and everything feels immediate and responsive.
What can you achieve with WordPress?
Below are some practical examples of what is possible when parts of a website are developed to resemble an app.
- Interactive member directories
Imagine a searchable directory of LGBTQ+ businesses or community members where filtering by category, location, or service happens instantly as you type. No waiting for pages to reload, no clunky pagination. Just smooth, instant results that feel like using a native app.
- Event booking with instant feedback
When someone registers for your Pride event or support group, they see immediate confirmation without leaving the page. The available spaces counter updates in real-time. If they change their mind, they can adjust their registration without starting over. - Resource libraries that actually get used
Your guides, fact sheets, and educational materials can be organised with instant filtering and search. Accordion-style expandable sections let people quickly scan topics without overwhelming them with information. It’s the kind of smooth experience that makes people want to explore your content. - Forms that feel modern
Newsletter signups, contact forms, and intake forms can validate information as people type, show helpful error messages immediately, and submit without that jarring page reload. This might seem like a small thing, but it dramatically improves how professional your organisation feels. - Mobile navigation that doesn’t frustrate
You know those mobile menus that feel clunky and slow? The Interactivity API can create touch-optimised navigation that responds instantly, includes smooth animations, and works exactly how people expect from their favourite apps.
When it makes sense and when it doesn’t
I’m not saying apps are always wrong. If you’re a large organisation with tens of thousands of active members, or if you need features like push notifications, offline access to complex functionality, or integration with some specific device hardware, then a native app might make sense.
But for most LGBTQ+ organisations, the Interactivity API can deliver 80 – 90% of what you think you need from an app, at a fraction of the cost, with much easier maintenance.
It’s particularly well-suited for community platforms where members need to interact with each other, organisations running lots of events with booking systems, or content-heavy sites where people want to filter and search through resources. If you’re targeting younger LGBTQ+ audiences who expect that smooth, mobile-first experience, or if you’re doing anything location-based like interactive tours or maps, the Interactivity API is worth exploring. It’s ideal when you want that modern app feel without the complexity and cost of actual app development.
So do I need a mobile app or will a website that feels like an app work?
Most LGBTQ+ organisations don’t need a native mobile app. If your primary needs are event booking, member directories, resource libraries, or interactive content, the WordPress Interactivity API can deliver these features directly on your website for 60 – 80% less than app development. You only need a native app if you require push notifications, extensive offline functionality, or have tens of thousands of active daily users.
How to get started with the WordPress Interactivity API
If you’re currently considering app development, I’d encourage you to first explore what’s possible with an interactive website. The development cost is typically 60 – 80% lower than a native app, maintenance is simpler, and you can launch much faster.
The Interactivity API does require technical implementation – it’s not something you can simply switch on in your WordPress settings. But if you’re already working with a WordPress developer (or thinking about hiring one), it’s worth asking them about interactive features before committing to app development.
If you’ve been thinking about ways to make your website more engaging, especially on mobile, let’s have a conversation about what’s possible. I’m happy to review your current site and suggest specific interactive features that would benefit your visitors.
Sometimes, choosing the boring option is better than choosing the exciting one
Technology decisions should support your organisation’s mission, rather than distract from it. An unused app gathering digital dust does not help your community, no matter how modern it seems. But what about a website that works beautifully on mobile, loads quickly and provides an engaging, app-like experience? That could be more useful to your members on a daily basis.
The WordPress Interactivity API isn’t going to win any awards, nor will it excite fast-moving marketing professionals. However, it is practical and cost-effective. Sometimes, the best solutions are the ones that work quietly in the background, allowing you to focus on what really matters: supporting and serving your community.
Need help exploring interactive features for your website?
Get in touch to discuss what’s possible for your organisation.
Want to learn more about WordPress development?
Check out our other articles on web development for LGBTQ+ organisations.