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Are Accelerated Mobile Pages (AMP) Worth the Effort? It Depends

Accelerate Mobile Pages, called “AMP” for short, create a mirror version of your website that’s stripped down and designed to load ultra-fast on mobile. Creating an AMP version of your content can therefore improve user experience for those accessing your site via mobile device.

But the changes don’t benefit every type of company or content. AMP coding standards leave out most Javascript, for instance, taking away functionality like social sharing buttons. You are also left with barebones CSS, so your page style and formatting will be rather bleak.

For pages that rely heavily on design or layout to guide conversions, AMP may therefore be a no-go. But for high-volume publishers or big name brands that get a lot of traffic, AMP may help you gain ground on your competition.

To get the perspective of an Atlanta web development company on what content is most and least likely benefit from AMP, consider the following major points about the technology.

How Does AMP Work?

Accelerated Mobile Pages is not so much a specific technology as it is a set of open-source coding and design standards.

Think of it like contest rules for submitting a short story. When writing for yourself, you can do whatever you want and still call it a short story. But when submitting to a contest, you may have to abide by rules like “Use only text. No graphics allowed. All entries must be less than 2,000 words in length. All works must be original and with no prior publication,” etc.

AMP rules work the same way. They streamline your code so that just a few things like text and basic images are allowed. Instead of being able to custom code things via Javascript, you have to rely on a stock library of off-the-shelf functions. Why? Because ya gotta go fast!

Using AMP standards makes your site extremely easy to load on a wide range of devices, improving speed, accessibility and user experience for a broad range of content types.

Google also promises a small boost to your search engine ranking if you use AMP pages, offering a further incentive.

What Websites and Content Types Benefit the Most From AMP?

AMP pages should be used by websites for content that sees a huge volume of traffic and that doesn’t depend on custom layouts or graphics to make its point.

Based on these criteria, big news and content publishers benefit the most from switching to AMP. Since news articles offer value mostly through text, a stripped-down AMP version ensures that a page loads fast without compromising value. The reader can finish an article and switch to the next one with minimal latency in between.


Huge brands may also benefit from having AMP formatting on their most popular informational pages. If, for instance, you’re Adobe and people are Googling “What products does the Creative Cloud include?”, then you may want an AMP version of a page to offer that information.

Blogs, FAQs and other similar text-heavy branded pages may all therefore benefit from using AMP.

What Pages Don’t Really Work Well in AMP?

Any page where first impressions, design, or conversions matter. This can include:

  • Pages used as a navigational hub
  • Home pages
  • Service pages with graphic-heavy layouts
  • Pages using graphic elements like photo galleries, embedded video, etc.
  • Landing pages
  • Pages that act as a major part of your sales funnel — e.g. they function like landing pages

For the typical company, 90% of pages may therefore work better as a non-AMP page. If your goal is to convert someone using the page, as opposed to just sharing information, then the effort it takes to switch to AMP will likely cost you more than it benefits you.

Larger companies and SMEs with traffic-heavy pages may want to consider AMP versions all the same. If you have a high number of visitors already, then you may want to prioritize speed and accessibility over site experience and conversions.

Get Help Optimizing for Mobile and AMP With an Atlanta Web Development Company

EverSpark Interactive can help you develop highly engaging, responsive and mobile friendly sites with or without the use of AMP standards.

Let us help you develop a strategy for giving mobile web users the best experience possible when you look at our web design & development services today.