The hidden carbon cost of your website – and how to fix it

The hidden impact  

We all know the effects of carbon emissions, but the sources can be surprising. Every page load consumes energy, from servers and networks to the user’s own device. For large organisations with complex structures, multilingual content, and growing asset libraries, these emissions can quickly add up. 

Much of this stems from how websites evolve over time, so without a sustainability lens, sites often accumulate heavy imagery, rely on inefficient hosting, and create user journeys that require unnecessary clicks. All of which multiply the digital carbon footprint.

Why this matters now  

Sustainability expectations are evolving. Stakeholders increasingly expect organisations to take responsibility for their carbon footprint, and ESG reporting becomes more rigorous. For purpose-driven brands and philanthropic organisations, showing responsibility online is no longer optional, it’s a key part of demonstrating integrity and aligning actions with values. 

But let’s not forget that digital sustainability also brings benefits. It supports faster performance, better accessibility, lower infrastructure costs, stronger SEO and a more intuitive user experience. Sustainable design isn’t a constraint, it’s a strategy for creating cleaner and more efficient digital products. 

A positive opportunity  

Sustainable web design is about making intentional choices that benefit both users and the planet. By rethinking how websites are structured, how content is managed, and how components are reused, organisations can create experiences that are faster and easier to maintain. Even small adjustments, like streamlining workflows can significantly reduce energy use and improve usability. 

Here’s a few quick wins organisations can take today: 

• Optimise images and video by compressing files, using modern formats, and reducing autoplay content 

• Audit and remove outdated pages to eliminate unnecessary hosting and crawling load 

• Use lighter design components and avoid overly complex animations or scripts 

• Implement efficient caching so repeat page loads consume less energy 

• Choose greener hosting providers that use renewable energy or have strong sustainability commitments 

• Adopt a component-based design system to avoid duplication and reduce development waste 

The best part is that these changes don’t require huge budgets or complex technology. They simply require a shift in perspective. One where performance, user experience, and sustainability are considered together from the start.

How Comprend helps  

At Comprend, we work with clients to embed sustainability into their digital strategy from the outset. We assess the carbon impact of existing sites, design with efficiency in mind, build scalable components and advise on hosting solutions that support lower emissions. Our approach ensures that sustainability isn’t an afterthought, but a natural part of how a website evolves.

A more sustainable digital future  

Digital sustainability is a chance for organisations to walk the talk by aligning their online presence with their values. By reducing digital carbon, they not only support their ESG ambitions but also create better, faster and more human digital experiences. 

It’s a small shift, with meaningful impact.