On a diet? SpecialK has a planning application with four themes and myriad variations. Off a diet? Domino’s has a pizza builder  that takes you from crust to toppings. With matching visual previews to whet your appetite. Stocking up? Kraft has a shopping list mobile app that comes along on your smartphone. Wondering if you’re spending too much on food? Mint.com lets you make a budget, and much more, with a multi-app site that’s better in many ways than Quicken. (Intuit liked it so much they bought it a few months back.)

Wondering if you should be saving more for your future? Fidelity Investments has a retirement planning application on their public site that’s better than the profiling software some financial advisors use with new clients. Know you should be saving more for your kids?  ING Financial has a college tuition savings calculator that lets you adjust your results in case your kid gets into a better college than you expected.

Apps are everywhere. The better they get, the more they cost, but the more value they provide in return. Apps are measurable. Companies can see how many people use them, and how they use them. In many cases (like ordering pizza), the app not only generates interest and potential leads, it takes orders. At this point the question to ask at the start of any site build project is “where’s the app”. And the question to ask at the start of any mobile Web project is probabably “why isn’t this an app”?