As mobile technology has exploded into our lives over the last few years, the team at Essex Web Design Studio have been quick to respond to the importance of developing websites for our clients that are not only beautifully designed, but are fully responsive (the layout of webpages adapting to the screen shape and size of the device they are being viewed on) and as mobile-friendly as possible. This approach has helped our clients stay competitive online.

But in such a fast-moving industry, we can never afford to be complacent and are always keen to use the very latest developments in digital technology to make your digital business thrive. Accelerated Mobile Pages (AMP) is an exciting new innovation developed by the team at Google. This article will look at why AMP is touted as the future of mobile web browsing, and more importantly, how it could benefit your online business.

So what is AMP?

Websites and webpages have traditionally been created with a combination of different types of “code”; HTML / HTML5, CSS and Javascript amongst others. And until recently, this approach has worked perfectly – at least whenever webpages were viewed on a traditional desktop or laptop screen.

But times are changing; with over half of web users now accessing content from a mobile device (smartphone or tablet), those traditional code-rich webpages can create a less than brilliant experience for mobile web browsers. Compared to viewing websites on a ‘traditional computer’, websites accessed with the tiny screens and smaller processing power of mobile devices can often suffer from webpages loading frustratingly slowly.

AMP is an open source platform which allows us to create webpages and online content for you in a way that greatly streamlines the amount of “code” involved. This streamlined content is not only responsive (displaying perfectly on screens of every size and shape) but will also load smoothly on your customers’ tablets and smartphones up to 85% faster than traditionally coded web content.

So how can Accelerated Mobile Pages benefit your business?

Today’s web users have an ever increasing demand for speed. They need information and services online at their fingertips, 24/7 and most importantly – they want it instantly.

For the impatient digital consumer, slow-loading webpages are a real annoyance. Many potential customers could be leaving your website if pages are not loading quickly enough; with you losing out on valuable sales.

Incorporating AMP into your online presence will give you fast-loading web content and an important advantage over your competitors.

But that’s not all. Aiming to give web users what they want, search engines increasingly favour websites which are not only mobile-friendly but are fast-loading too. As a result, online content created with AMP will increase the likelihood of your website ranking higher in search engine results for customers looking for your services.

We are very excited about the potential of Accelerated Mobile Pages; helping us to ensure our clients can attract and retain more and more online customers.