5 reasons a carbon conscious website makes great commercial sense

Written by Chris Thornhill at Growth Animals – regular exhibitor at marketingSHOWCASE

You might be worried that a website geared up for cleanliness will come with compromises that hold
back its ability to drive commercial growth, perhaps through inferior aesthetics, user experience (UX)
or search engine optimisation (SEO)? While you might be concerned at the news that the internet’s
energy consumption is now overtaking that of the global airline industry and don’t want your
website to be part of the problem, you’re a pragmatist that first and foremost needs a website set
up for commercial success.

Well worry no longer, because here are our 5 reasons why a carbon conscious website could be
exactly what you need, guiding you not to a state of compromise, but to a website optimised for
environmental, social AND commercial success:

  1. Faster Loading – The key to a carbon conscious website it to make it as fast as possible,
    stripping away elements such as a heavy images, that take time to load and in the process
    burn unnecessary energy – Google’s own research has shown that the chance of a bounce
    increased by 32% when a page load time went from one to three seconds, thus highlighting
    it’s vital importance. To test your page speed now, type your url into our free speed test:
  2. Better SEO – Faster load speeds combined with a tighter focus on prioritised keywords, helps
    boost the organic search rankings of a carbon conscious website – furthermore, a good
    carbon conscious website will also ensure optimal accessibility features are as standard, with
    key elements such as alt text (subtitles for images) ensuring that even the imagery is SEO
    optimised. In fact, faster loading also helps you to pass ‘Core Web Vitals’ which is a metric
    used by Google in their ranking. To test yours, try https://pagespeed.web.dev/.
  3. Slicker UX – Over the years we’ve become over reliant on excessive use of videos, imagery,
    blogs and sub-pages, which not only make a website sluggish and energy intensive, it also
    make it suboptimal for a slick user experience – a carbon conscious website approach puts
    the user first and pulls the user journey back to the basics of what they need, helping them
    get from A to B on your site in the quickest fashion possible.
  4. Distinctive Design – With speed of the essence, designing a carbon conscious website forces
    one to think creatively about how to best convey a message, taking users on a short yet
    captivating journey – in this environment, long and overly intrusive auto-playing videos are
    no longer the solution to every problem. Instead, clever use of copy, graphics and
    animations, effortlessly guide the user through your site.
  5. Optimal Conversion – What do all of the above lead to? Better conversion of course. For a
    carbon conscious website ensure the site is easier to find, easier to navigate and easier to
    purchase from. And what a delight that by doing this, you’re helping the environment too!

Written by Chris Thornhill at Growth Animals – regular exhibitor at marketingSHOWCASE

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