We believe we have a responsibility to create a more sustainable web that’s better for our people and our planet. As a digital agency and a carbon negative business, we work with our clients to educate them on the impact of digital platforms on the climate emergency and help reduce and offset the carbon footprint of their online activity.

Image of the earth showing countries lit up


The internet consumes more electricity in a single year than the entire United Kingdom alone. If the Internet was a country, it would be the 7th largest polluter in the world - and this is expected to grow rapidly by 2030.

In the face of a climate emergency, we can all play an active role in reducing the carbon footprint of the web.


When there are 4.5 billion people using the web globally, small changes really can make a big impact. Whilst your website’s carbon emissions will form just a fraction of your business’ total carbon emissions, the benefit to reducing your website’s carbon footprint is not to be overlooked.

Improving sustainability means enhancing performance

A fail-safe way to improve your website’s carbon footprint is to improve its speed and performance – and which businesses (and users) don’t want a high-performing site?

Using clean code and reducing page load speeds reduces how much energy is exuded when a user visits your site. The less energy is used when firing up a web page, the less carbon is emitted.

High-performing websites are likely to excel against Google’s Core Web Vitals, having a positive impact on how your site performs organically too.

Improving sustainability means improving conversion

UX plays a key role in building a sustainable website. It is possible to remove friction in the customer journey and reduce energy wasted from poor navigation. Ultimately, simplifying and enhancing the user journey can not only have a positive impact on carbon emissions, but improving the user experience is likely to increase your conversion rates too.

Improving sustainability means impressing your customers

Your customers care more about sustainability than ever before. Search data released from Google (June 2021) shows us that sustainability searches are growing across all categories, from homeware and fashion to health and electronics. This is backed up by data from GWI (August 2021) which indicates that 43% of the UK’s population expects brands to be ‘eco-friendly’ – and this will only increase.


Through bespoke audits we’re able to estimate CO2 emissions based on your website’s traffic, alongside metrics surrounding data transfers, the energy intensity of web data, the energy source used by the data centre and the carbon intensity of the electricity used.

We offer our clients the opportunity to offset the carbon emissions from their websites by funding verified projects all over the globe, as well as responsible tree planting. We do this through our brilliant partner, Ecologi. 


Whilst offsetting your digital carbon emissions is a positive step in the right direction, we work with brands on tailored improvement programmes to reduce their emissions over time. Our programmes include:

  • Initial audits to assess current performance
  • Sprint planning and workstreams to enhance performance and UX over time
  • Quarterly audits and check-ins
  • Set-up and management of your Ecologi profile

We’re firm believers that we need to do our best and then offset the rest. By completing these audits we’re able to ensure that we are continuously improving your site's performance whilst reducing its total emissions.

This programme of work not only means that you have to spend less each quarter on offsetting your footprint, but also that you’re helping to improve how you are seen in the eyes of Google and your site visitors.