We don’t have patience anymore. Especially when it comes to our phones, we want things fast. If a site doesn’t load within 3 seconds (just 1… 2… 3…) over half of users will leave for a faster site. How many users have you lost solely because you couldn’t provide information fast enough?

There’s a solution. You’ve probably noticed the lightning bolt symbol when searching articles from your phone. The lightning bolt represents a faster, cleaner, more streamlined version of the article that loads nearly instantly (and it’s not just because we root for the Tampa Bay Lightning). It loads so fast, your users won’t won’t know what hit them. These fast-as-lightning pages are called “AMP pages.”

What is AMP?

The Accelerated Mobile Pages (AMP) Project is an initiative developed by Google and Twitter aimed at improving the web for users. AMP pages load almost instantly, giving users a smoother, more engaging experience on mobile and desktop. Who doesn’t want that?


Why is AMP so much faster than other pages? The AMP format does several things to optimize a page before loading. It blocks unnecessary scripts, prevents page extensions (like social feeds, lightboxes, etc.) from stopping the page content from loading, and streamlines design. Google also uses a caching mechanism to keep the page at the ready. This thinned out version of HTML loads about four times faster than regular webpages. Moz has called it a diet HTML.

Site Speed Matters

We expect sites to load quickly, and if one doesn’t, we know another site will. Recent Google research shows that 53% of users will leave a page that doesn’t load in 3 seconds or less, and that’s way too big of a percent not to do something about it.

We’ll say it again—it really, really matters. After AMPing, about 90% of users have seen higher click-through-rates (CTR) and 80% of AMP publishers are getting more views on their articles.

These are no vanity metrics: sites that see increases in click-through rates and views see more leads and sales.

Google Cares If You AMP

Just as mobile-friendliness sends sites to first-page fame or to their death in obscurity on page 2, it’s rumored that Google is soon going to make AMP part of its ranking algorithm. That’s not the only reason to AMP your site for Google’s sake. By AMPing your site, you can add it to the carousel at the top of search results that highlights AMP-enabled sites. In a way, this gives your page a Google-endorsed stamp that contributes to that higher click-through rate, and therefore more views.

If we had to choose a place on your site to start, we’d pick your blog. It houses all of your articles and is keyword driven. Users are searching for the long-tail keywords in your blog, so you need to make sure it is AMPed in order to show up in the carousel.

How to Amp Your Site

For most sites, you’ll need a developer to AMP your site. If your blog or website is on HubSpot, this will be a bit easier. You’ll need two versions of your pages, the original and the AMP version. For the AMP version, the template will have to be stripped of extras like forms and third-party JavaScript. There are also CSS restrictions, multimedia requirements, and other customizations that a developer will need to make to the template to comply with AMP standards. When you’re ready to AMP your site, refer to the documentation on AMP’s site for the how-to.

HubSpot has a built in feature that makes AMPing your blog easy. (Yes, we’re using it as a verb now.) You can AMP your whole site or go page by page. Refer to HubSpot’s documentation to your HubSpot hosted blog or site.

Ready to AMP up your site’s load time? We can help. Contact Big Sea to see how your site can generate more leads, and bigger sales.