Water footprints on a leaf

How eco-friendly is your website? Here at Organic, we’re on a mission to clean up our act and reduce our carbon footprint, after we realised our site was worse than 81%  out there. Acknowledging we’re part of the problem spurred us to take action. And so, ‘Green For Good’ was born – a multi-pronged pledge to reduce the emissions our website emits.

But how does a ‘cleaner’ website help your return on investment (ROI)? From speeding sites up and increasing conversion rates to attracting new customers, there are many ways a business benefits. It’s true that greening your brand and achieving your financial and marketing goals is a delicate balancing act, but they can work in harmony.

Green For Good in action

There’s no going back from the Internet, and digital is what our business specialises in. However, we can make our website less dirty, exploitative and impactful. And so, in 2022 and beyond, we’re implementing eco-conscious initiatives across the Organic site and encouraging brands to do the same.

What can you do to reduce the carbon emissions your website emits? 

  • Green your site at the foundations, including your data centre and tech stack. This is about switching to renewable energy green hosting. For example, we use Cloudflare.
  • Make your code spotless, reducing data transfer and improving energy efficiency.
  • Say goodbye to unnecessary and energy-intensive bloat. How? By condensing, compressing, and eradicating pages where possible, making your site easier to navigate and stepping the customer experience up a notch.
  • Reduce or eliminate images and video to lower data transfer, and use cleaner ways to manage and present content.
  • Evaluate colours and fonts that all take energy to maintain, and think about carbon-friendly alternatives like using dark mode by default.
  • Streamline the customer experience, reducing data transfer and making people’s time on your site more efficient and less energy-heavy.
  • Meet accessibility standards by being WCAG 2.1 AA compliant, making your site cleaner by default.

Clean websites can help your ROI

Greening your website doesn’t mean compromising your business goals. In fact, reducing your brand’s carbon footprint makes the site faster, streamlines customer journeys, improves UX and reduces friction (encouraging people to spend more money). These factors increase conversion rates and therefore revenue. In short, condensing the information you present to customers forces them to focus on your unique value proposition.

Moreover, by having a website that loads quicker, your search rankings remain intact. And, by simplifying processes and making them more efficient, website overheads reduce and it’s easier to scale.

There’s also consumer appetite for eco-aware initiatives. We surveyed 1,000 people to see how they feel about the carbon dioxide (CO2) websites emit. When asked about their online carbon footprint,  more than half (51.7%) said they really really care about it.

What’s more, if a brand developed a website that reduced its carbon impact, 70.2% stated they’d use it over the normal version.  Meanwhile, almost two thirds (62.8%) said they’d shop with another brand over their number one choice if its website emitted less CO2. 

External research supports these sentiments. For example, Deloitte’s 2021 sustainability survey revealed nearly one in three people have stopped buying certain brands because of environmental concerns.

As a result, companies are taking note. For instance, Google is on board the green train, introducing eco features like highlighting CO2 emissions per seat when people use Google Flights and building ‘green tags’ into search results.  

By cleaning up your website and implementing green-friendly measures, you:

  • Retain customers
  • Attract new customers
  • Encourage loyalty

Value is created in other ways, too. For example, eco-aware employees feel they’re being listened to and are confident they’re making a positive impact, boosting morale and lowering turnover.

Furthermore, your workforce saves time. How? Imagine you opt to reduce or eliminate images and videos on your website. That means your design team no longer has to prepare images and they can dedicate those hours to higher-value tasks. In short, productivity goes up.

Moreover, contrary to popular opinion, switching to green hosting doesn’t have to be pricier. With renewable energy increasingly widespread, green web hosts are offering more competitive rates. It’s worth doing your research for the best deal. Ultimately, although you may not save money, you won’t lose it either.

Meanwhile, green hosting is arguably a more secure option, enjoying better uptime because of its carefully monitored, well-tested and reliable infrastructure.  You may also benefit from improved performance. Why? Green vendors invest in the latest technologies such as SSD drives. 

Greenifying: a balancing act

Cleaning up your website and meeting marketing and sales targets aren’t mutually exclusive, but how they’re achieved will vary according to the digital enterprise. For example, if video is a big part of your business, we’re not suggesting you go all out on ‘reduce or eliminate images and video’. However, you can boost your ROI by making changes and eco improvements elsewhere such as tidying up code to increase speed and efficiency. 

Improving your ROI by greenifying

Being kinder to the planet is one of the drivers behind cleaning up our website. But that’s not the only reason. By doing so, we’re opening up revenue opportunities. A more efficient site that’s intuitive and quick to load enhances the customer journey and increases conversions. Here at Organic, we’re all about sharing knowledge, so if you’d like to see how your website fares, why not get in touch?