TomTom AMP-page

TomTom AMP-page

25 October 2018  |  Website

Through our online marketing friends from Maxlead, we were asked to develop an AMP page for TomTom's Webfleet page (telematics).

Accelerated Mobile Pages (AMP) are web pages with static content, optimised for browsing on mobile devices. It's Google's and Twitter's answer to Facebook's Facebook Instant Articles project (surprisingly) and Apple News. According to Google research, more than 75% of mobile websites take more than 10 seconds to fully load on a 3G connection. If you consider that over 50% of the visitors to a website or shop click away if it hasn't been loaded after three seconds, then this is an enormous challenge and opportunity. That's why Google has come up with a solution: Accelerated Mobile Pages.

AMP pages are developed in 'AMP HTML', an open framework with existing web technology for the development of small and lightning fast web pages (hence the lightning icon). It is a very interesting technique and the framework is very clear and minimalistic. And also very important; there is extensive documentation about it. With and you have everything you need. Clear explanations, a clear layout and a wide range of examples.

Advantages and disadvantages
The big advantage of an AMP version of an existing page (in addition to the lightning fast loading time; about twice as fast as a 'normal' mobile page) is that it gets a higher position in Google's search results. An AMP page therefore receives preferential treatment from Google. By the way, you can recognize AMP pages by the special lightning icon in the search results or they are placed in the so-called 'top stories carousel'.

In addition, Google's corridors suggest that the presence of AMP pages will ensure a higher ranking on Google in the future. Something that is not yet possible because AMP pages are separate from existing pages.

A disadvantage is that not everything is possible yet with the AMP framework. You are now at the mercy of this framework and you cannot load external or self-written Javascript. You will have to make do with the Javascript (which is loaded asynchronously) and components of the AMP framework (which is still under development). On the other hand, this is also an advantage because it prevents all kinds of sloppiness from creeping in through your own Javascript spins or dubious external Javascript.

When the AMP project was only just launched, the focus was mainly on media and news sites. News sites such as and are now making good use of them (google on your mobile but once on 'news'). This trend is now growing towards informative landing or product pages (such as the TomTom Webfleet page) and even full e-commerce platforms (Ebay is already completely 'AMP-ready'). It is a great opportunity to push your product or website/shop extra. And it can be done step by step. For example, make your news and blog articles AMP-ready first.

If you have any questions about AMP and your interest has been aroused? Feel free to contact us. In any case, we are extremely enthusiastic about the AMP project.