Thomas Flynn

August 3, 2023

Pixels to Planet: Building Sustainable Websites

A word from Thomas Flynn, our resident Web Design Specialist on the significance of incorporating sustainable thinking into web development.

I recently had the incredible opportunity to collaborate with Frontline Energy, an energy management solution provider. Not only does their expertise encompass in-house facilities management, heating ventilation & air conditioning (HVAC), and district heating management, but they are wholeheartedly devoted to creating a positive impact on the environment through sustainable practices. To mirror their commitment to sustainability, I employed a range of sustainable web design techniques while building their website. In this blog post, I will delve into the various techniques I used and how they aligned with the client's mission - saving energy, carbon, time and cost.

Energy-efficient Design:

Just like how Frontline Energy aims to optimise energy consumption, I ensured that the website was designed with energy efficiency in mind. By opting to minify their code (the process of removing all unnecessary characters from JavaScript source code without altering its functionality), I reduced the website's loading time and minimised the server's energy consumption. This option is natively available through Webflow’s project settings. Additionally, I optimised images and multimedia elements to reduce their file size while maintaining high quality, thereby reducing the website's bandwidth requirements.

Eco-friendly Hosting:

Choosing a sustainable web hosting service was essential to aligning with the client's values. I selected a green web hosting provider that relies on renewable energy sources, such as wind or solar power, to power their data centres. This decision ensured that the website's carbon footprint was significantly reduced, further reinforcing our commitment to sustainability.

Responsible Typography:

The choice of typeface on a website can significantly impact its carbon footprint. To remain eco-conscious, I opted for fonts that were readily available on users' devices, thereby reducing the need for additional server requests. Using web-safe fonts not only reduced loading times but also avoided unnecessary data transfers, promoting a more sustainable user experience.

Compressed Files:

Large file sizes can hinder a website's performance and increase its environmental impact. To address this, I diligently compressed all image and video files on the website without compromising on quality. By employing efficient compression techniques, we minimised the website's data transfer, saving both server resources and user data usage.

Sustainable Colour Palette:

Selecting an appropriate colour palette is not just about aesthetics; it also plays a vital role in conveying your brand's personality and values. In sustainable web design, colour choices can have implications for energy consumption, depending on the device's screen technology used to display them.

OLED screens, prevalent in newer mobile and laptop devices, offer a more energy-efficient alternative. Pixels on OLED screens can completely turn off when not in use. By strategically opting for darker colours, where pixels can either turn off entirely (black) or turn on at very low power levels (dark grey), we can significantly reduce the device's power consumption.

Intuitive User Experience:

An intuitive user experience is essential for retaining visitors and encouraging them to explore the website further. I implemented user experience techniques that simplified navigation and enhanced the overall usability of the site. By making information easily accessible, we ensured that users could find what they needed quickly, saving their time and encouraging them to engage with our client's sustainability-focused services.

Mobile Responsiveness:

In today's mobile-centric world, optimising for mobile devices is a sustainability measure in itself. A responsive design adapts to various screen sizes, reducing the need for separate mobile websites and decreasing server load. By employing a mobile-responsive approach, we promoted accessibility while reducing the website's overall environmental impact.


Designing a website for Frontline Energy with their expertise in sustainability was a rewarding experience that allowed me to showcase their commitment to environmental conservation through sustainable web design techniques. By focusing on energy efficiency, eco-friendly hosting, responsible typography, file compression, and a sustainable colour palette, I mirrored Frontline Energy’s dedication to sustainable practices. Additionally, prioritising user experience and mobile responsiveness further underscored their commitment to efficient resource usage.

As web designers, we have the power to influence the digital landscape and promote sustainability in our own unique way. Embracing sustainable web design not only benefits our planet but also demonstrates that our clients' values are an integral part of their online presence. This is something Generate Leads continue to progress through all of our service offerings. A display of how we achieve this is visible on our newly launched Planet page.

Let’s workshop your why

Find your why
Marketing that benefits all aspects of your organisation through the alchemy of story telling, strategy and design.
Cookie Consent

By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.