AMP vs Responsive Web Design : Must Read Before Choosing Either

5 min readOct 27, 2020


AMP vs Responsive Web Design : Must Read Before Choosing Either

Accelerated Mobile Pages (AMP) and Responsive Web Design (RWD) have transformed user experience and pushed web pages up the SERPs. Both these functionalities have a remarkable effect on your SEO ranking and can quickly put you up the SEO-meter if you’re with the right innovative technology partner. Let’s look at how these two are different from each other, and when you should use them.


Accelerated Mobile Pages (AMP):

AMP is an open-source HTML framework from Google, which was introduced by Google in October of 2015. AMP’s main intention is to provide a lightning-speed and engaging experience to mobile users, making mobile content faster and easier to consume. With AMP, we can create fast and smooth-loading web pages that give priority to user experience.

Responsive Web Design (RWD):

Responsive web design was introduced in early 2010. Before RWD was introduced, web designers were creating multiple versions of a website based on different devices. That was a costly process for maintenance, upgrade, and change. RWD includes fluid layouts, flexible images, and media queries. RWD helps a web page that can fit any device. RWD is focused on flexibility.

In short, AMP provides speed, and RWD delivers flexibility.

Advantages & Disadvantages of AMP


when we use AMP, then google stores all pages in their server cache. it means you will get the page directly from the Google’s server instead of the load from your hosted server

1. Faster And Better-Optimized Mobile Pages

Page loading speed is essential for the user. If your web page does not load fast, then the user will bounce to another page. After that, the product or service quality is meaningless here because the user is already diverted. That can damage your business, so the speed is essential here.


AMP is a highly specialized way of making super-fast mobile web pages. The AMP Project provides its open-source JavaScript code called AMP JS. These scripts are essential for increasing web page load speeds.


AMP provides an AMP HTML format with which you can start working. You can modify that page as per your requirement. There is some difference between regular HTML & AMP HTML that you may need to take a look before you can check AMP HTML here:- AMP HTML

4. Style

An AMP page is only allowed to have a single embedded style sheet. When you are making a webpage in AMP, you have to write inline CSS in <style amp-custom>. AMP doesn’t allow external style into the webpage, except to create custom fonts.

5. Embedding Images With AMP

in AMP you can’t use HTML tag <img>. You have to use <amp-img> which is equal to <img> tag and also have to close it with </amp-img>. You can also use the optional AMP sizes attribute along with the srcset. AMP Element will cause AMP to set an inline style for width on that element according to the matched media query.


1. Only Works With Static Content

AMP is good with the static sites because the Static content appears precisely the same every time the page is loaded. When you have more components and extended CSS lengths, AMP will take more time to load than usual.

2. Third-Party JavaScript Limitation

JavaScript has an essential role in modern web design. AMP has its JavaScript code called AMP JS, which helps AMP increase web page load speeds.
AMP wouldn’t allow you to add third-party JavaScript on the webpage. So you have to use what they are provided, nothing more than that.

3. Very Limited CSS

As AMP is swift in speed, one of the major parts is using an internal CSS. But when website design and pages are more than regular websites, we have to use an external style sheet for every page; unfortunately, that is not possible through Amp. You can write your CSS in the head of the page using the “style amp-custom” tag.

4. Extra Code Limitation

AMP doesn’t provide any grid system that can save your CSS while you have limited CSS. Bootstrap offers a grid system with which we can easily make a responsive block with the only class.

Advantages & Disadvantages Of RWD


RWD focuses on the flexibility of the web page. There are no limits related to CSS or JS.

1. Focus On Flexibility

RWD aims flexibility to your website. You can create a page that automatically responds to visitors’ screen sizes. RWD allows your page the reach and ability to give users an excellent mobile experience on a wide range of screen sizes. RWD isn’t purely focused on mobile but works for all devices and all user experiences.

2. No Limits

There are no limits related to CSS or JS in RWD. You can add any third-party plugin or framework on your project for your requirements. When you need more JavaScript and CSS for creativity & functionality, there are no restrictions.

3. Style

You can use external CSS files for making less and stop repetitive code. You can also make a responsive file separate form style. It reduces confusion and makes it easy to find CSS changes. You can add any framework to facilitate your work.


Responsive Web Design may help deliver a mobile-friendly website. If your webpage has more, then it may load slower.

1. Slower Performance

Slower performance is a common issue in RWD. Many factors can affect RWD loading speed like Code density, asset size, Server performance & location, plugins, etc. the idea is sound, and the vision is excellent. Still, the implementation is a lot of times defective.

2. Third-Party JavaScript Limitation

Third-party plugins and JavaScript may make your page slower. That is the primary issue related to RWD. You can fulfill your requirements with it, but you need to optimize your code and compress your CSS and JS versions to gain a web page speed.


So AMP & RWD have different ups and downs. While RWD is designed to provide optimal user experience, AMP is designed for fast-loading pages without losing page layout. You can decide to choose between AMP and RWD on your requirements. If your page has no heavy animation or functionality, you can continue with AMP, but if your website is design-heavy that can be accessed via mobile phones and desktop, then you need to go ahead with responsive web design.

Sometimes, it may seem challenging to integrate both these functionalities to your website. You can always rely on a partner that creates innovative technology solutions and stays with you every step of the way. At ZealousWeb, our motto is to walk with our clients throughout the project lifecycle. Our proficient web developers handle your needs with tailored solutions. Let’s connect today to create something unique.

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