Sustainable Website Design: 9 Real Examples + Expert Insights

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Amy Rigby
Amy Rigby

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If you think sustainable website design is about being good to the environment — you’re only partially correct. In my deep dive into this topic, I learned it’s also about being good to the humans visiting your site.

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Yes, the internet — with its devices, networks, and data centers — requires energy (it accounted for about 4% of the world's electricity consumption in 2020). The larger your website is, the more energy it requires. And the harder it is to navigate, the more power that gets wasted by visitors who might reload the page or click links unnecessarily — before leaving in frustration.

Sustainable web design is a solution many designers, developers, and website owners are embracing to reduce their carbon footprint and create better websites. So, what is sustainable web design? And how can you use it to create a more eco- and user-friendly online presence? I spoke with two sustainable web design experts to find out.

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“Sustainable web design creates lightweight, efficient websites that are kinder to the planet and that are accessible to everyone,” adds Beverley Delay, who got into sustainable web design after attending a talk by Amy Greenwald, the creator of a green web design course that Delay ended up taking.

And yet, when people hear about sustainable web design for the first time, it can be intimidating. As Drew Minns, founder of the digital studio Really Good Work, explains, “They think it‘s something different. They think it’s something new.”

But sustainable web design is just “doing it correctly,” he says. That’s because a sustainable website uses less data, so it loads faster. It also renders successfully on various devices. Both page speed and mobile usability are web design best practices and Google Search ranking factors.

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    In my conversations with them, Delay and Minns emphasized the importance of accessibility in sustainable web design, an aspect Minns likes to frame as “thinking with empathy.”

    “Your customers are human beings, so if you're really working towards helping them give you money as fast as possible, then you should be thinking with empathy first,” Minns explains.

    He gives the example of his parents who live in the woods and don’t have fiber internet. They rely on websites being lightweight enough to load quickly on their slower internet connection.

    While there’s no governing body for sustainable website design, Tom Greenwood and his team at Wholegrain Digital have become authoritative voices on the topic. Greenwood wrote the book "Sustainable Web Design," and he and Wholegrain Digital created a Sustainable Web Manifesto that anyone can sign (4,315 people have so far) to show commitment to the cause.

    How do websites impact the environment? I looked at the research.

      • The average webpage creates about 0.8 grams of CO2 equivalent per pageview. That means a website with 10,000 monthly pageviews produces 102kg of CO2e per year. (Website Carbon Calculator)

        That's equivalent to the amount of CO2 emitted by burning 113 pounds of coal. (Greenhouse Gas Equivalencies Calculator)
      • Over the past decade, the median size of a webpage has more than doubled on desktop and more than tripled on mobile. In January 2025, the median desktop page weight was about 2.68 MB. That’s nearly 7% higher than one year prior — and 117% higher than a decade ago. (HTTP Archive)

    Source

    • The Information and Communication Technology sector, which includes devices, networks, and data centers, contributed about 1.4% of global greenhouse gas emissions in 2020. (Malmodin, et al 2024)

      That means the ICT sector emitted nearly the same amount of greenhouse gases as the entire country of Canada that year, which was 1.5%. (Climate Watch)
    • Data center energy usage in the U.S. has grown increasingly since 2014. In 2023, data centers accounted for 4.4% of total U.S. electricity consumption, compared to 1.9% in 2018. (Shehabi et al., 2024)
    • There is a popular statistic all over the web that states that if the internet were a country, it would be the fourth largest emitter of CO2.

      However, as far as I can tell, this assertion is based on a comparison of the internet’s greenhouse gas emissions against countries' CO2 emissions. These are two different metrics, as CO2 is just one type of greenhouse gas. For this reason, I don’t think it’s the best way to show the internet’s impact on the environment.


      To be fair, CO2 does account for most greenhouse gases. Still, comparing greenhouse gas emissions to CO2 emissions is not a simple apples-to-apples comparison.

      Unfortunately, I was unable to locate reliable data about the internet’s emissions specifically for CO2 or countries’ emissions specifically for total greenhouse gases.

    As you can see, calculating the exact impact of the internet on the environment is complicated. But, clearly, it does have an impact — one that can be mitigated by sustainable web design.

    9 Sustainable Web Design Examples That Wowed Me

    Many sustainable web design examples you’ll find online include charities, NGOs, and eco-friendly retailers — but you do not have to be in philanthropy or sell “green” products or services to have a sustainable website. It’s something anyone and any organization can achieve.

    Below are some of the best sustainable websites from a diverse range of industries. How did I select them?

    1. I ran each one through the Website Carbon Calculator and looked for a grade of at least C, which means it’s still cleaner than most websites.
    2. I then used Website Grader to ensure the page weight was less than the global median of 2.68 MB and Google PageSpeed Insights to check its accessibility score.
    3. I looked for something eco-friendly about the website itself or the product/service that the company sells. Again, this is not a requirement for a site to be low-carbon or sustainable, but often, that is what people are looking for when they search for the term “sustainable website examples.”
    4. Beyond sustainability, I looked for good design. Was there ample white space and negative space so the elements could “breathe”? Did it use engaging animations and images? Was the brand identity strong and consistent? Was it unique? Did I enjoy perusing the website?

    Now, let’s take a look at what I found for you.

    1. Radioville

    sustainable website design examples: radioville

    Website Carbon Calculator Grade: A

    Page Weight: 783 KB

    PageSpeed Accessibility Score: 96/100

    Radioville is a London-based agency that started in 1997 and remains dedicated solely to radio and digital audio advertising. It showcases its creativity and flair on its website, which is not only one of the best sustainable websites I‘ve ever seen — it’s one of the best websites I've ever seen, period.

    Clear copywriting, playful animations, and plenty of social proof combine to make this one powerful marketing website that doesn’t use much power at all.

    Even with the plentiful animations, Radioville’s website maintains an incredibly light page weight of only 783 KB and emits only 0.19 grams of carbon dioxide each time someone visits its homepage — about 75% lower than the global average.

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      What I Like:

      When you land on the homepage, an airplane “flies” across the screen, waving a banner that says “Listen to me!” with a play button. The airplane stops moving when you hover your cursor over it.

      When you click play, you'll hear the benefits of using radio ads and why you should hire Radioville. The audio continues to play even as you scroll the rest of the page. It was a lot of fun to engage with, and I learned useful info about the company.

      2. Ecosia.org

      sustainable design examples: ecosia.org search engine

      Website Carbon Calculator Grade: A

      Page Weight: 530 KB

      PageSpeed Accessibility Score: 100/100

      Ecosia is a Google Search alternative that puts its profits toward planting trees and investing in other climate action initiatives. It earns money mostly through ads and sponsored links.

      What I Like:

      Ecosia makes its value proposition front and center with the headline “Like Google, but greener” and the exact number of trees planted and money dedicated to climate action. Before I even scrolled, I knew exactly what the company does and what it stands for.

      3. Furbellow & Co

      sustainable website design example: furbellow & co

      Website Carbon Calculator Grade: B

      Page Weight: 830 KB

      PageSpeed Accessibility Score: 95/100

      Furbellow & Co proves that even ecommerce websites (notorious for being heavier) can still be sustainable. Despite its many high-res images, the homepage comes in at a remarkably low page weight of just 830 KB. Its product listing pages are even lighter.

      All of its images are optimized and use modern image formats like WebP files. There's no bloated code or duplicated JavaScript. And Furbellow & Co hosts its site on 34SP.com, which partners with The Green Web Foundation, recycles its old hardware, and powers its main data center with renewable energy.

      What I Like:

      It‘s rare to stumble upon the digital presence of a brick-and-mortar business yet still feel like you’re walking through its shop doors. The folks who designed this site (that would be Root Web Design Studio) excelled at immersing the website visitor in Furbellow & Co's old-world charm.

      From the gold lettering on the business‘s logo and icons to the hand-drawn illustration of the storefront in the footer, this site exudes nostalgia. I got the urge to buy a plane ticket to the seaside British town of Whitby just to peruse this family-run business’s wares and sit in the old leather Barbershop chair.

      4. Jut-so

      sustainable design examples: jut-so

      Website Carbon Calculator Grade: B

      Page Weight: 1.1MB

      PageSpeed Accessibility Score: 89/100

      In October 2023, Berlin-based digital agency jut-so did an entire rebrand to be more sustainable, which included optimizing its website.

      The agency's first step was researching more about the topic, including reading the book Sustainable Web Design by Tom Greenwood (a book often referenced during my conversations about and research into this topic).

      For its new site, jut-so took a lighter WordPress theme (Astra), stripped it down even more by removing features and files it didn't need, and then used optimization plugins to improve speed.

      By doing this, jut-so was able to create a WordPress theme with a carbon footprint 90% smaller than a typical WordPress page's.

      What I Like:

      You probably know by now that I’m a big fan of the use of tasteful animations. Jut-so masters this while keeping the page size low. Right when you land on the homepage, you’re greeted with floating clouds over an earth graphic and a scrolling banner of client logos.

      As you scroll, you meet even more playful motion, including a waving hand and an arrow button that spins when you hover over it. And lastly, the footer reinforces the sustainability position of the brand, with a 1% for the Planet logo and badges showing how fast the site loads and how little CO2 it emits.

      5. Really Good Work

      sustainable website design examples: really good work

      Website Carbon Calculator Grade: C

      Page Weight: 1.6MB

      PageSpeed Accessibility Score: 100/100

      I asked Drew Minns to walk me through his sustainable web design agency’s website. In the process, he taught me a lot about reducing page weight.

      For example, he uses only two fonts on his entire website. By playing with font weights, he keeps it visually appealing and varied. He also takes advantage of subsetting, which eliminates unnecessary characters, keeping the font file size low.

      For images, Minss uses lazy loading, which means the page only loads the necessary images (the ones the user is immediately going to see) and waits to load the rest of the images as the user scrolls to them. This cuts down on page load time.

      And lastly, he informed me that using darker colors is more eco-friendly, something I’d never heard before. That’s because it takes less energy to light up a darker pixel than to light up a brighter one.

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        What I Like:

        Previously, I’d never seen a web design and development agency put forth such a strong case as to how hiring its team would actually help you be a champion for climate action. Really Good Work does a really good job of making that case. There’s a Sustainability page dedicated to sharing statistics about the impact of the internet on the earth and connecting websites to climate action.

        Anytime you can tie your business to a purpose, it creates a much more powerful and influential case for the potential buyer. I’m a fan.

        6. Gazelle Strategic Partners

        sustainable website design examples: gazelle strategic partners

        Website Carbon Calculator Grade: B

        Page Weight: 1.1MB

        PageSpeed Accessibility Score: 96/100

        Massachusetts-based business consultancy Gazelle Strategic Partners Shows that having a website that lacks animation doesn't mean it has to lack personality. There’s nothing boring about this eco-friendly website: Bright graphics, bold headings, and ample white space are all eye-catching without being overwhelming.

        sustainable website design: the footer of gazelle strategic partners shows its eco-friendly efforts, including stating it has “web hosting powered by sustainable energy” and is “cleaner than 83% of all websites globally.”

        What I Like:

        The color palette on this website is just *chef’s kiss*. I’m no color theory expert, but something about the way the hues work together makes me want to stay on this site awhile. It’s so visually appealing that I don’t even notice there’s no animations or transitions.

        Perhaps Beverley Delay, who designed this website, says it best: “I think the secret to a good website is a little bit like good interior design, when you walk in a space and you go, ‘Oh, this feels good.’”

        7. Riverford Organic Farmers

        sustainable web design examples: riverford organic farmers

        Website Carbon Calculator Grade: C

        PageSpeed Accessibility Score: 95/100

        I found Riverford Organic Farmers because it was featured on Website Carbon as one of “the most efficient sites as tested by the website carbon calculator.” What an honor!

        Its vibrant hero image and colorful veggie illustrations drew me in. It then directed my focus to the “Show my delivery day” CTA, which encourages the visitor to start shopping by seeing when the produce would be delivered to their zip code.

        What I Like:

        This site’s designers clearly thought deeply about the user experience. The product listing pages are a prime example. I’m on a cauliflower kick, so I clicked on that page. And to my delight, Riverford Organic Farmers actually tells me who grew the cauliflower, along with their photo and a paragraph about them. That is a fantastic way to humanize your brand and cultivate a connection with the visitor.

        And there’s more: Below that are some suggested recipes to help you use the cauliflower you buy.

        riverford organic farmers’ cauliflower product listing page with the farmers’ bio and suggested cauliflower recipes

        8. Running Supply

        sustainable web design examples: running supply

        Website Carbon Calculator Grade: B

        Page Weight: 432 KB

        PageSpeed Accessibility Score: 95/100

        Running Supply is a directory of noteworthy running gear. It features a image grid layout against a white background — truly minimalist. That keeps the focus on the gear the site recommends. It very lightly uses motion, with a zoom-in animation when you hover your mouse over a photo.

        Running Supply is yet another sustainable website design example that shows you don’t have to sell ostensibly eco-friendly products or services to have a low-carbon website.

        What I Like:

        I love that Running Supply has a Strava integration. This brand clearly knows its audience is probably already using the popular running app. By integrating with Strava, Running Supply makes it much easier for its target audience to create an account and save favorites.

        running supply’s strava integration lets users log in with strava to like and save items.

        9. OS Studios

        sustainable website design examples: os studios

        Website Carbon Calculator Grade: B

        Page Weight: 878 KB

        PageSpeed Accessibility Score: 100/100

        OS Studios is a marketing agency specializing in sports, gaming, and entertainment industries. I was surprised by how small its page size is, given how many images and animations this fun and flashy homepage flaunts.

        There are plenty of videos and a scrolling banner of logos. And yet, its designers were able to keep the page lightweight by optimizing media and lazy loading images.

        What I Like:

        OS Studios is one of the few sites that opt for a black background (though it does offer a toggle to switch between light and dark mode). This helps the colorful imagery to really pop. It also reinforces the strong brand messaging that this business isn’t afraid to stand out.

        How to Make Your Website Sustainable

        Now that you’ve seen how fun and engaging green websites can be, let’s look at what you can do to weave sustainability into your web design strategy.

        The Sustainable Web Design website has a detailed compilation of 94 Web Sustainablility Guidelines. But to make things easy for you, I’ll detail five of its high-impact actions you can take to make your website more eco-conscious today.

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          1. Calculate your existing site’s carbon footprint.

          To begin with, get a baseline against which you can compare future iterations to see how much you’ve improved. Here are three tools that will help you.

          Website Carbon Calculator

          In my experience, the most popular tool and the gold standard for evaluating a “green website” seems to be Website Carbon Calculator, created by Wholegrain Digital.

          It's hosted using renewable energy and uses five data points to estimate the energy usage and carbon emissions of a webpage:

          1. Data transfer over the wire
          2. Energy intensity of web data
          3. Energy sources used by the data center
          4. Carbon intensity of electricity
          5. Website traffic

          Website Carbon Calculator also gives you a nifty little badge you can put on your site to show off your low carbon emissions.

          Keep in mind that submitting a URL to Website Carbon Calculator puts the site into a public database. Therefore, do not submit a private development URL (if you do so by accident, contact the site owners, and they’ll delete it). Website Carbon Calculator will not delete public URLs that are submitted.

          Pro tip: When using Website Carbon Calculator, don’t get hung up on getting an A. The rating system isn’t like the U.S. academic grading scale (A, B, C, D, F). Instead, the Website Carbon Rating System is A+, A, B, C, D, E, F, where A+ is very efficient and E is still above the global average.

          website carbon calculator rating system scale from a+ to f

          Source

          “Believe me, to get an A rating in carbon footprint is almost impossible,” Delay tells me.

          She adds, “If they can get it to a C, that's pretty good.”

          Ecograder

          Ecograder is another sustainable website tool that actually pulls from Website Carbon Calculator’s calculations, but it adds a ton more detail.

          I found Ecograder the most useful for doing a line-by-line breakdown of what a website is doing right — and what needs improvement. Use this tool to get next steps on how you can improve your site’s eco-friendliness.

          ecograder sustainable web design tool report “reduce overall page weight” section

          Website Grader

          Website Grader is a free tool that tests your website's performance, SEO, mobile friendliness, and security, then offers tips to optimize all of those areas.

          I found it most useful in giving me the page size of a website. Remember, you want your page size to be as low as possible so your site can load faster and use less energy. Website Grader suggests a page size below 3 MB. The average desktop page size is roughly 2.68 MB.

          website grader sustainable web design tool report “performance” section

          Save a copy of the results of these tools. Then, keep checking your website on them as you make improvements to track your progress.

          2. Reduce and optimize images, videos, and animations.

          Both Minns and Delay pointed out that, by and large, images and videos are the biggest culprits weighing down your website. So if you want a greener website, optimizing media elements is your low-hanging fruit.

          Here are a few tips to help you optimize your media:

          • Resize images to be only as large as they need to be. When you take a photo with your smartphone, the dimensions are typically much larger than they need to be displayed on your website.

            For that reason, it’s best to size it down before uploading it. It’ll be a smaller file, and it’ll load faster on the screen. You can use a tool like Canva to do this.
          • Compress images before uploading to your site. In addition to sizing down the image dimensions, you can compress them, too, to make the file even smaller (without suffering too much quality loss).

            Use a tool like TinyJPG to compress images before uploading them to your site. Despite its name, the website accepts WebP, PNG, and JPEG formats.
          • Use web-friendly formats. WebP is the gold standard, as it strikes a balance between the benefits of PNG and JPEG while being an even smaller file size than either. You can convert images to WebP format for free online.
          • Embed videos instead of uploading them to your website. Videos are much larger files than images, so use them sparingly. If you must include a video on a webpage, embed it via YouTube or Vimeo rather than uploading it directly to your CMS.
          • Eliminate unnecessary animations. I’m a sucker for animations on websites. They’re fun, they add intrigue — and they also add page weight. If you’re designing with sustainability in mind, minimize the use of animations and transitions as much as possible.

          3. Switch to a green web host.

          Green web hosting demonstrates clear sustainability efforts, namely by using renewable energy sources. You can find out if you’re on a green host by Googling your web host’s name plus the word “sustainability.”

          You can also use Green Web Check to find out if your website is using a green host.

          green web foundation’s green web check for sustainable website hosting

          Sustainable Website Hosting

          Krystal Hosting
          UK-based Krystal is a smaller web and cloud hosting company (with four global data center locations) with big sustainability commitments. In 2017, it became one of the first web hosts to run on 100% renewable energy from solar, wind, and sea. It’s also a certified B Corporation.

          Krystal’s web hosting starts at $9/month.

          IONOS
          When I asked Delay which green hosts were her favorites, IONOS topped the list. It has 31 data centers globally. Its proprietary data centers in North America and Europe are all 100% powered by renewable energy. When IONOS uses non-renewable energy, it ensures its carbon is offset.

          IONOS web hosting starts at $8/month.

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            GreenGeeks
            GreenGeeks was another green host that Delay recommended to me. GreenGeeks has six global data center locations, plants a tree for every new hosting account, and participates in a 300% energy match.

            Here's the energy match as explained on GreenGreeks’ website:

            “We work with the Bonneville Environmental Foundation (BEF) in Portland, Oregon. ‘BEF’ is a Green-e Partner. We tell BEF how many servers, personnel, etc. that we have and they calculate our yearly energy consumption and carbon footprint. We then have BEF purchase RECs 3 times as much than we have consumed, and we put that energy back into the grid.”

            Google Cloud
            Among cloud providers, Google Cloud stands out as the most sustainable. The company reached carbon neutrality back in 2007. In 2017, it started matching 100% of its electricity usage with renewable energy. Google has also set a goal to run 24/7 on carbon-free energy by 2030.

            4. Check accessibility.

            As we discussed earlier, accessibility and inclusion are key to sustainable web design. Why?

            As Tim Frick writes on the Mightybytes blog, “When you create more accessible digital products that remove barriers to content, you often also improve performance and efficiency. In turn, this uses less resources. Moreover, you have happier users as well.”

            To ensure your website meets accessibility guidelines, Delay recommends using Adobe’s Color Contrast Analyzer and the WAVE Web Accessibility Evaluation Tool.

            5. Simplify your font usage.

            While not as large as image or video files, fonts have the potential to slow down your website. That’s because when a user loads a page that has web fonts, their browser must request those fonts from a server and then display them on the user’s screen. That takes time.

            Use only two or three fonts max.

            There are a lot of fonts out there (the MyFonts marketplace alone has over 300,000!). I get that it’s tempting to use as many as you like. But, you really shouldn’t if you care about the user experience and the environment.

            “Limit the number of fonts,” advises Delay. “I would say stick to three.”

            Minns suggests two maximum.

            Obviously, this depends on your brand requirements. But the general guideline is this: Use as few fonts as possible.

            Use web-safe fonts.

            For your body font, Delay suggests a system font (also known as a web-safe font) since that‘s stored on your visitor’s browser (requiring less energy and time to fetch it).

            You can get “more imaginative” with your header font. “But don't mess around with bold and italic headers,” she adds. “Just do the plain header, but just a nice font.”

            Implement subsetting.

            Again, a major benefit of sustainable web design is reducing waste. If you must use a web font (instead of a web-safe font), try “subsetting” it to make its file size smaller.

            “If you‘re using something like Google Fonts, for example, that’s being pulled from a server somewhere and brought to your site,” explains Minns.

            “So, if you're choosing Oswald as a Google Font, for example, you have to go to the Google server, and it has to pull that font back. But what happens if it brings back every single character, even all the accents for different letters and all the variants of that, too? If your site's in English, you don't need all those.”

            By subsetting a font, you tell the server to leave out any unnecessary characters and send only the ones you need, thereby reducing the font file size.

            I tried this myself using Font Squirrel’s free Webfont Generator tool, and it was very easy. My original TTF file was 165KB, and Font Squirrel compressed it and subsetted it down to a 21KB WOFF2 file.

            font squirrel’s webfont generator

            I chose to keep it on the default “Optimal” setting, but you can choose “Expert” and then, under the “Subsettings” section, select “Custom Subsetting” to fine-tune exactly which characters you'd like to keep.

            font squirrel’s webfont generator subsetting section

            Relax. Sustainable web design is about balance, too.

            As you can see, sustainable web design’s ability to conserve the earth’s resources is only part of the story. Being good to the environment makes good business sense, too. It creates a better user experience through lighter, faster websites — and saves you money since your digital presence won’t require as much energy.

            If you’re feeling overwhelmed, don’t feel like you have to conquer it all. As Delay reassured me, it’s vital to balance sustainability with staying true to your brand.

            “If we wanted it perfect, we would have a white screen, black text, Helvetica — a little bit like Wikipedia, actually, in that sense,” she says. “And then that would be it, and that would be boring as heck.”

            Instead of aiming for perfection, aim to make your website better than it was before. By following the tips in this article, that’s a goal any website owner can achieve.

            This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure to learn more about how we use AI.

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