The term Accelerated Mobile Pages or AMP is becoming more common in the industry. An ‘Accelerated Mobile Page’ for website design (or an AMP for short) is a project from Google & Twitter designed as a way to increase the speed of website pages specifically on mobile devices.
Think of it as a leaner version of the page, designed to be extremely fast-loading by being smaller and only including the essential parts.
This will tick all the boxes for a quick and user-friendly website browsing experience, with pages loading quickly – better for the user and for the likes of Google – which can only be a good thing.
The comparative loading speeds of pages built in this way demonstrate what is different about Accelerated Mobile Pages (AMP). All that is happening is that anything not essential to the content of that particular page is removed and stripped out, meaning the page is a lot smaller than non-AMP pages.
The reality is that the internet can be slow for a lot of people, especially on mobiles – so the aim is to reduce page size as much as possible so that even those with slower speeds on-line can see your pages quickly. Now, this does mean that you are trying to offer just the basic and essential information. So, while the page will be quicker, there is less on offer to the viewer. This also has to be considered when thinking about your AMP strategy.
We need to remember that while there are many benefits to AMP (Accelerated Mobile Pages) like anything in the design process, there are other factors we can consider when adopting this approach.
If you are removing a lot of the features that the original page or post has to offer, and your visitors want and like these, perhaps the pursuit of ultimate speed isn’t everything. Has the existing content been optimised for speed as much as possible?
So we would promote this as a consideration when thinking about your website project, and we expect this to become more prominent over time. As a website design company, we aim to have mobile-friendly pages and offer additional Speed Optimisation Services as well if speed is an issue for you. We can discuss AMP with you where appropriate, and implement this as and when required.