AMP Development
AMP Development For Instant-Loading Mobile Experiences
AMP can still be useful in the right places, but it's no longer the automatic answer to mobile speed. We build and maintain AMP properly where it makes sense, and tell you plainly when something else would work better.
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What AMP Is Good For, And What It Isn't
- Honest advice first
- Validated AMP pages
- Web Stories and AMP email
- Safe AMP removal
AMP, short for Accelerated Mobile Pages, is an open framework for building very fast mobile pages. It works by restricting what a page can do and serving it through a cache. For several years, Google gave AMP pages special treatment in mobile results, and many publishers adopted it for that reason alone. That advantage has gone. Since Google's page experience update, AMP has no longer been a requirement for the Top Stories carousel, and non-AMP pages can appear there too.
So we start with a question many agencies skip: do you actually need AMP? For most sites, the honest answer is no. Well-built pages using modern techniques can match AMP's speed while keeping full control of the design, analytics and advertising. If your goal is better Core Web Vitals, our Page Speed Optimisation service will probably serve you better, and we'll say so.
There are still sound reasons to use it. Publishers on an older CMS sometimes find AMP the cheapest way to get fast mobile pages without replacing the whole site. Web Stories, the tap-through visual format, are built on AMP and can bring in extra traffic through Google's surfaces. AMP for Email lets people complete forms or browse content inside the message itself. And many organisations have existing AMP pages that need maintaining, or removing safely.
When we do build AMP, we do it properly: validated pages, correct canonical links, working analytics and consent handling, and a clear plan for keeping them in step with your main site. And if you're ready to leave AMP behind, we'll manage that too, with redirects in place and rankings watched closely, so your traffic isn't left to chance.
AMP Development Services
Building AMP where it helps, and removing it where it doesn't.
- 01
AMP Page Development
Fast, validated mobile pages built from your existing design, with your branding, navigation and calls to action intact.
- 02
CMS AMP Integration
Automatic AMP versions of your content from WordPress or another CMS, so editors don't need to do anything differently.
- 03
Web Stories
Full-screen, tap-through visual stories that can appear in Google's surfaces, made in a format suited to mobile readers.
- 04
AMP For Email
Interactive emails that let recipients fill in forms, answer polls or browse products, with fallbacks for clients that don't support them.
- 05
Analytics & Consent Setup
Correct tracking for AMP pages, including consent handling and session measurement, which is often where AMP implementations go wrong.
- 06
AMP Audits & Fixes
Finding and fixing validation errors, canonical mistakes and content differences reported in Google Search Console.
- 07
AMP Removal
Retiring AMP pages safely, with redirects and monitoring, once your main site is fast enough not to need them.
- 08
Performance Alternatives
Assessing whether modern performance work could give you the same speed without AMP's restrictions.
How We Approach AMP
Three principles guide our advice.
- 01
Need Before Technology
We start from what you want to achieve. AMP is one possible answer, not the assumption.
- 02
No Second-Class Pages
AMP pages should carry the same content, branding and conversion paths as the rest of your site.
- 03
Keep It Measurable
We test results against your real traffic and revenue, so the decision rests on evidence.
Where AMP Still Makes Sense
These are the situations where it's still worth considering.
News & Publishing
Large archives, older platformsWhere replatforming isn't realistic yet, generating AMP versions can speed up thousands of articles at relatively low cost.
In practice
A regional publisher on an older CMS could serve fast mobile article pages while it plans a longer-term rebuild.
Visual Storytelling
Web StoriesAn immersive, mobile-first format suited to guides, recipes, travel and product round-ups, hosted on your own domain.
In practice
A travel brand could turn its destination guides into tap-through stories that link back to booking pages.
Interactive Email
Actions inside the inboxPeople can respond without leaving their email, on supporting clients, while others see a normal fallback version.
In practice
An events company could let invitees RSVP and pick a session within the email, reducing the steps to respond.
Lightweight Landing Pages
Speed for paid trafficVery quick landing pages for mobile campaigns, where the design is simple and speed has a direct effect on results.
In practice
An advertiser could test an AMP landing page against its standard page to see whether the speed gain lifts conversions.
Do You Actually Need AMP?
Tell us why you're considering it, or send us the site you already have. We'll give you a straight answer, even if that means not using it.
Ask Us StraightHow We Handle AMP Projects
We start with a decision, then implement carefully whichever way it goes.
- 01
Goal Review
We establish what you're hoping AMP will achieve, and measure your current speed.
- 02
Options Assessment
We compare AMP with modern performance work, including costs and trade-offs.
- 03
Template Design
AMP templates are designed to match your brand and conversion paths.
- 04
Build & Validate
We build the pages and validate them, fixing all errors.
- 05
Analytics & Consent
Tracking and consent are set up and compared with your main site.
- 06
Launch & Measure
We go live, monitor Search Console and compare results with your goals.
Tools For AMP Work
What we use to build, test and measure AMP pages.
- AMP HTML
- AMP Stories
- AMP for Email
- AMP Validator
- WordPress
- Next.js
- Node.js
- Contentful
- Google Search Console
- Google Analytics 4
- PageSpeed Insights
- Tag Manager
- Core Web Vitals
- Image CDNs
- Edge caching
- Static generation
Who Still Uses AMP
It tends to be useful in sectors where these conditions apply.
- 01
News Publishers
Large archives that need fast mobile delivery without a rebuild.
- 02
Bloggers & Niche Media
Content sites that want Web Stories as an extra channel.
- 03
Travel
Visual destination stories that lead to bookings.
- 04
Food & Lifestyle
Recipes and guides suited to the story format.
- 05
Ecommerce
Interactive emails and lightweight campaign pages.
- 06
Events
RSVP and scheduling inside the email itself.
- 07
Education
Short, visual guides for learners on mobile.
- 08
Marketing Teams
Fast landing pages for paid mobile traffic.
An Honest Look At AMP's Value
AMP's speed is real, but it comes with limits on custom JavaScript, third-party tools and design, and it means running a second version of your pages. These days, those trade-offs need to be justified by something specific, not just a general wish for speed.
For many clients, the most valuable thing we do is advise against it, or take it away. Removing unnecessary AMP pages can simplify your site, your analytics and your advertising. It's a small project that often pays for itself quickly in reduced complexity.
AMP Requests We Get Most
The reasons people usually come to us about AMP.
Should We Keep It?
An audit of AMP pages already running.
Search Console Errors
Fixing validation and canonical issues.
Web Stories
Adding a visual channel to a content site.
Clean Removal
Leaving AMP safely, with rankings protected.
How To Decide What To Do About AMP
If you already have AMP pages, begin by finding out what they're doing for you. Search Console and your analytics will show how much traffic reaches them, and how it behaves compared with your standard mobile pages. Look at conversions and revenue as well as visits, because AMP pages often run with fewer features, so they can get traffic while earning less from it. That comparison usually makes the decision fairly clear.
Then check your standard mobile pages against Core Web Vitals. If they already perform well, AMP's main benefit is gone, and removing it simplifies your analytics, ads and maintenance. If they're slow, compare the cost of fixing the real problem with the cost of continuing to run a second version of everything. Over a few years, fixing the underlying pages nearly always leaves you better off, although a very large or old site may need a staged approach.
If you're considering AMP for the first time, be clear about the specific reason. Web Stories are a sound reason, as is interactive email or a publisher stuck on an old platform for now. 'Google likes it' is no longer a good reason, because that advantage has gone. Whichever route you take, keep your canonical links correct, and be careful with redirects and tracking, because that's where AMP changes most often go wrong.
How Much Does AMP Development Cost?
AMP work is usually small and specific, so we normally quote it individually after looking at your site. An audit, a set of Web Stories templates or a safe AMP removal is often far less than a full website project. AMP templates can also be included as part of our A$1,450 or A$3,640 web development packages if you're building a new site.
If speed is your real goal, compare it with a Page Speed Optimisation project. We'll tell you which offers better value for what you need.
See Our PackagesNumber Of Templates
Each page type needs its own AMP version and testing.
Custom Features
Forms, ads and interactive elements need AMP-specific components.
CMS Integration
Older platforms can take longer to connect to.
Analytics Complexity
Advanced tracking and consent need careful setup.
Why Ask Us About AMP
What you can expect from working with our team.
No Agenda
We earn as much from speeding up your site without AMP, so our advice stays neutral.
Current Knowledge
We know what has changed in Google's treatment of AMP, and what hasn't.
Search-Aware
Canonical links, redirects and rankings are handled with care.
Analytics Done Right
We make sure your numbers remain trustworthy across both versions.
Full Performance Skills
AMP is just one tool, and we're comfortable with all of the alternatives.
Clean Handover
You'll get clear documentation of what's been built and why.
What You Should Get
Whichever way the decision goes.
A Clear Decision
Know whether AMP is right for you, and why.
Fast Mobile Pages
By whichever route suits you best.
Fewer Errors
A clean report in Search Console.
Reliable Data
Analytics you can trust across all pages.
A Simpler Site
Fewer versions of pages to maintain.
New Channels
Stories and email, where they fit.
Explore More Web Development Services
AMP Development FAQs
Does Google still favour AMP?
No. AMP is no longer needed for the Top Stories carousel, and Google now looks at page experience across all pages. AMP can still help speed, but it doesn't bring a ranking advantage of its own.
Should we remove our AMP pages?
If your main site is fast and AMP isn't serving a clear purpose, removing it usually simplifies things. We check your speed and traffic first, then redirect AMP URLs and monitor the results.
Will removing AMP hurt our traffic?
Handled correctly, usually not, provided that your standard mobile pages are fast. We check that first, redirect each AMP URL and monitor Search Console closely after the change.
How much does AMP development cost?
Most AMP work is quoted individually after a short review. It's usually far less than a website project. AMP can also be part of a new site in our A$1,450 or A$3,640 web development packages.
What are Web Stories?
Web Stories are full-screen, tap-through visual stories, built on AMP and hosted on your own site. They can appear in some Google surfaces and suit visual topics such as travel, food and guides.
What is AMP for Email?
It allows interactive content inside emails, such as forms and live data. Only some email clients support it, so we always include a normal version as a fallback.
How is this different from Page Speed Optimisation?
AMP builds a separate, restricted version of your pages. Page Speed Optimisation makes your existing pages faster, without those restrictions. For most businesses, Page Speed Optimisation is the better starting point.
Can you fix errors in our AMP report?
Yes. We work through validation and canonical problems shown in Google Search Console, and we fix the templates causing them so they don't return.
Can AMP work with our ads and analytics?
Yes, though AMP needs its own versions of these components. We'll set them up and compare the numbers with your main site to make sure they're reliable.
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