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What Lawyers Need to Know about Accelerated Mobile Pages

Mobile web users want information fast. In fact, studies show that users will wait only three seconds for a webpage to load before moving on.

Google’s Accelerated Mobile Pages Project, AMP for short, enables pages to load faster – four times faster than equivalent non-AMP pages. AMP webpages also use about 10 times less data, taking a smaller bite out of user’s data plans. Law firms seeking to convert mobile web users to clients should consider AMPing web pages right away.

An open source solution, AMP helps website designers build web pages that render quickly. AMP support comes in three forms:

  1. AMP HTML is like HTML on a diet. It utilizes stripped down code that focuses on reliable performance and incorporates extensions for building rich content beyond basic HTML
  2. AMP JavaScript (JS) library ensures the fast rendering of AMP HTML pages
  3. Google AMP Cache can be used to serve cached AMP HTML pages

AMP technology is spreading fast. Content heavy sites like Reddit, eBay and Pinterest are adopting AMP to speed up their sites and keep users engaged.

Google offers a number of useful tools for helping website designers AMP their websites. Designers can type their code into the AMP Validator, which checks pages on the fly. Designers can also validate their webpages, including ones already posted, through the Google Search Console. The test will ensure the page is AMP valid and points out specific code that is not.

Already have a WordPress site? WordPress has developed a plugin that allows you to implement AMP easily.

A slow website can cost law firms money. You can use AMP to speed up existing web pages, especially those with blog posts or legal news. Since AMP now supports forms, you can also use it to create a lead capture page that loads quickly. Faster loading pages will go a long way toward helping your site convert prospective clients into actual ones.

Naturally, there can be downsides to implementing AMP if it’s not handled correctly. If converting an existing site, you may lose basic information like your phone number or address, often contained in a header. You might also lose your navigation menus, contact forms and other critical user tools. You might even lose metadata, which is important for SEO. Make sure to hire a developer who understands how to implement and maintain AMP. Faster is better, but only if it truly enhances your ability to acquire and serve clients.