What is sustainable web design? A beginner's guide to building greener websites

Sustainable web design is about building sites in a way that minimises their impact on the environment. It focuses on reducing the energy consumption associated with websites, from data transfer and hosting to user interactions.

Why does it matter?

The internet is responsible for 3-4% of global carbon emissions and that number is only getting higher. Websites need servers, networks and devices to run on and all of these need energy which is often generated by fossil fuel. And that's ignoring what it takes to manufacture and ship the hardware before a site can run on it.

The goal of sustainable web design is to reduce the energy a website needs to run by making the site faster, leaner and more efficient for the end users.

By building with sustainability in mind your business gets the following benefits:

• Faster, more efficient websites. Leaner sites not only save energy but also cost less to host and run. Good for the planet and your wallet.
• Better user experience. Faster load times and cleaner design make your site easier to use, helping you hit your goals. Whether that’s more sales, sign-ups, or leads.
• Stronger brand perception. Showing you care about sustainability positions your business as forward-thinking and socially responsible. Just ask Patagonia, a brand that’s built its entire reputation on sustainability and purpose.

Key principles of sustainable web design

Now that we understand why sustainability matters, the next question is: how can we, as designers and developers, build websites that are better for the planet?

Optimised for performance

Making websites faster reduces energy consumption. It also:

• Gives a better user experience - people like fast websites
• Increases conversion rates - faster websites mean more conversions
• Improve SEO and rankings - more visibility means more sales
• Lowers hosting and operational costs - leaner means smaller and less demand for resources
• Better mobile experience - happier users spend more time on your site
• Competitive advantage - better search engine results page ranking put you ahead of competitors

Minimalist design

Simplifying your website design reduces unnecessary elements and energy use. It also:

• Improves load times - fewer design elements mean smaller file sizes and faster performance.
• Enhances user focus - clean, clutter-free layouts make it easier for users to find what they need, improving their experience.
• Reduces resource usage - minimalist websites require less data to load, which lowers energy consumption and hosting demands.
• Supports accessibility - simple, intuitive designs often work better for all users, including those with slower connections or older devices.
• Eases maintenance - leaner designs are easier to manage, update, and scale over time.

Minimalist design isn’t just about aesthetics—it’s about doing more with less and delivering a faster, cleaner, and more sustainable experience. Or as Dieter Rams, a pioneer of modern design, would say:

Good design is as little design as possible. Less, but better - because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.

Green hosting

Choosing a hosting provider powered by renewable energy helps reduce the environmental impact of your website. It also:

• Lowers carbon emissions - green hosting uses clean energy sources, reducing your site’s carbon footprint.
• Supports sustainability goals - aligns your website with your business's eco-friendly values and commitments.
• Enhances reliability - many green hosting providers offer modern, energy-efficient infrastructure for better uptime and performance.
• Reduces costs long-term - energy-efficient hosting can translate to lower operating costs as providers innovate to use fewer resources.

Green hosting is about making a conscious choice to power your website sustainably, without sacrificing performance or reliability.

Efficient Code

Writing clean, streamlined code reduces the energy required to load and process your website. It also:

• Improves performance - efficient code runs faster, reducing load times and improving user experience.
• Lowers resource usage - leaner code uses less processing power, saving energy across servers and devices.
• Simplifies maintenance - clean, well-organized code is easier to update, debug, and scale.
• Reduces hosting costs - smaller, optimized files mean less demand on servers, keeping hosting expenses lower as well as developer maintenance costs.
• Supports accessibility - efficient code ensures compatibility with all devices, including older or low-powered systems.

Efficient code is about creating websites that are lightweight, responsive, and sustainable, without compromising on functionality or user experience.

Improved User Experience (UX)

By focus on user experience, users can achieves their goals quicker and more efficiently, spending less time and less energy. It also:

• Intuitive navigation - simple, clear menus and layouts help users find what they need faster, reducing frustration and bounce rates.
• Faster load times - speed improves satisfaction; users stay engaged when pages load quickly.
• Accessible design - ensures usability for all, including those with disabilities or older devices.
• Mobile-friendly experience - responsive designs make navigating on smaller screens seamless and enjoyable.
• Minimal clutter - a clean, focused design keeps users' attention on what matters most.
• Consistent interface - familiar patterns and consistency across pages improve usability and reduce cognitive load.

How to measure the sustainability of your website

The first steps to improving a websites sustainability is analysing it.

Useful tools

• Website carbon calculator - measures the carbon footprint of your site per page load and give tips on how to improve.
• Ecograder - evaluates your site’s sustainability, including performance, hosting, and content efficiency.
• Google Lighthouse (built into Chrome DevTools) - assesses performance, accessibility, and best practices to identify inefficiencies.

Check hosting providers

Your hosting provider plays a big role in your website’s carbon footprint. Big names like AWS and Azure are leading the way, with commitments to 100% renewable energy by 2025 and tools to track your carbon usage.

To find out if your hosting is green:

• Check the provider’s sustainability page.
• Look for certifications like renewable energy commitments or carbon neutrality goals.
• Use tools like AWS’s Carbon Footprint Tool or Azure’s Sustainability Calculator to measure impact.

Switching to or optimizing with a green hosting provider is a big step toward a more sustainable website!

How to improve your website’s sustainability

If your website doesn't score well on the Website carbon calculator or Ecograder, here's what you can do to improve:

Optimize Website Performance

• Compress images and files to reduce page size.
• Minify code (CSS, JavaScript, HTML).
• Use caching and Content Delivery Networks (CDNs).

Switch to green hosting

• Choose a hosting provider that runs on green energy
• Do your research and find out if your host is using renewable energy. 100% or more is better.

Streamline your website's design

• Minimalist design can reduce the load on resources and lighten the page weight
• Avoid unnecessary animations, auto-playing videos and large images

Use energy efficient features

• Lazy loading images - check out LazySizes.js or if you're working with Umbraco Slimsy
• Use lightweight frameworks and avoid bloated plugins if you don't need them

Conclusion: Every step counts

Sustainable web design isn’t about perfection—it’s about progress. By measuring your website’s impact and making intentional changes, you’re taking meaningful steps towards a greener, more efficient internet.