The digital world’s carbon footprint is rapidly growing, with AI and other technologies increasing energy consumption. In our latest Startup Essentials article Paul Laroy from digital innovation agency 7DOTS discusses how Startups can build websites that are both sustainable and also enhance user experience.
While we diligently track our carbon footprints through transportation, diet, and home energy use, the digital world’s growing environmental impact often goes unnoticed.
As advancements like Generative AI demand increasingly intensive processing power, this digital footprint is poised to surge. Studies estimate that Information and Communication Technology (ICT) contributes 2-4% of global greenhouse gas emissions, roughly equivalent to the aviation industry.
As a startup, you have the opportunity to build a sustainable web presence from the outset. By adopting best practices early on, you can minimise your environmental impact, future-proof your digital footprint and provide a better user experience.
1) Eco-Conscious Hosting
The foundation of a sustainable web presence lies in choosing a green hosting provider. These providers utilise renewable energy sources to power their data centres, minimising their carbon footprint. When selecting a provider, look for certifications and industry best practices that highlight their environmental commitment.
To further optimise your website’s environmental impact, always consider implementing as much server management techniques like caching as is feasible. Caching reduces server load by storing static content, minimising energy consumption. This win-win approach not only lowers your website’s carbon footprint but also improves performance and SEO.
2) Optimising for Performance
Reducing website load times is a win-win strategy. Not only does it minimise energy consumption, it can also improve user experience and boost sales. A 2020 report by Google and Deloitte found that a 0.1-second improvement in site speed can lead to significant increases in conversions and average order value.
Further optimisation can be achieved through minimising data transfer by implementing image and file compression techniques from the ground up
Meanwhile strategically deploying Content Delivery Networks (CDNs) make a big difference to reducing energy use. These networks store cached copies of your website in geographically distributed locations, reducing the distance data needs to travel and hence energy use.
3) Sustainable Web Design
There are three key ways we can ensure the design of a site can support a greener digital presence.
Minimalist Design: Every image and video adds to your website’s data footprint, so good practice is using them strategically. The explosion of online video comes at a significant environmental cost. While video can be powerful, always ask: is it truly essential for your message? A clean, focused design is good from an aesthetic and sustainability perspective.
Efficient Coding: Well-written code ensures the website functions efficiently at scale. Consider open-source frameworks that prioritise energy-friendly practices.
Designing for accessibility: This not only benefits a wider audience, but actually it also contributes to sustainability. A well-structured website with clear signposting requires less user interaction, reducing overall energy consumption.
4) Green Coding Practices
The code that forms the backbone of a website should also be optimised for sustainability. ‘Clean code’ is a term used to refer to code that is easy to read, understand, and maintain. It is a set of principles and best practices, such as using meaningful names, short functions, clear comments, and consistent formatting. Clean code is not only easier to maintain but also consumes less energy to run.
Additionally Lazy loading allows content to be delivered only when needed, reducing the initial data payload and improving website responsiveness. This translates to a faster experience for users and reduced energy use. Another technique to reduce energy use is minimising the use of resource-intensive scripts and plugins. Evaluate if simpler alternatives can achieve the same functionality.
5) Sustainable content management
To minimise your website’s environmental impact, it is also essential to optimise your content. This can include compressing images to reduce file size and load times, choosing a resource-efficient content management system (CMS) and prioritising quality over quantity. For example opting for royalty-free images, use AI tools judiciously, and minimising unnecessary content.
By making these conscious choices, content creators can significantly reduce the website’s carbon footprint.
6) User Device Impact
The devices we use to access websites also influence the overall environmental impact. With the increasing dominance of mobile browsing, designing websites specifically for mobile devices reduces the amount of data needed to display content on larger screens. This translates to lower energy use for both user devices and servers.
Also consider offering low-bandwidth versions of your website for users on slower connections. These versions can prioritise essential information and reduce the overall data footprint.
7) Sustainable Practices Throughout a Website’s Lifecycle
Extending a website’s lifespan goes beyond just keeping it live. A good principle is to design with the future in mind. Content should be evergreen and relevant for an extended period. If updates are necessary, aim for cycles longer than two years to minimise the environmental impact of frequent refreshes.
It’s also important to regularly review and update outdated content that is no longer relevant to your audience. This reduces server load and energy consumption.
Finally, implement a system for version control and efficient asset management. This helps maintain order, avoids unnecessary duplication of files, and minimises storage needs.
So often it is a myth to think sustainability is at odds with business performance. A greener web is a more efficient web, leading to improved performance, reduced costs, and a better user experience. Startups can help shape a future where digital innovation goes hand-in-hand with environmental responsibility.
Paul Laroy is Head of Development at 7DOTS, a digital innovation agency that creates category-defining digital experiences
