Why do we need a seal of approval for climate-conscious websites?

"Far too few people are aware of the huge impact that digital products such as websites have on the climate" - that was one of our outcomes when the four of us sat together a few years ago and discussed the ecological footprint of websites. It was clear to us that more attention needed to be paid to the topic.

As I have been involved in the further development and implementation of certificates and seals of approval several times in the past, the idea of taking a similar direction with this topic was an obvious one. After all, a certificate or seal of approval combines a number of advantages to promote a topic, in this case climate-conscious websites. In other words, websites that have as little impact on our environment as possible.

Let's take a look together at why certificates and seals are not only useful, but also beneficial, for website operators and users alike. We would rather deal with the fundamental question of website seals here - not compare specific seals.

Reason no. 1 Independent audits instead of self-praise

If a website only receives a seal if it has been independently and neutrally tested on a wide range of points, it is highly meaningful. This provides an external guarantee that a website has demonstrably taken measures for the climate. In the case of reputable seals of approval, this should also go well beyond pure CO₂ offsetting, but more on that later.

The review by an external body ensures that the evaluation of the website is objective and based on defined criteria. It is therefore also transparent for users to understand what is actually being fulfilled. 

If the awarded website does not receive the seal once and is then allowed to carry it permanently, but is subject to continuous control audits by the seal awarding authority, such certification can guarantee users that the website remains climate-conscious throughout.

Reason no. 2 Building trust through recognition

It is clear that if there are 50 different labels, badges and seals that all claim to say roughly the same thing, they are more likely to create confusion or be ignored altogether. However, if a quality seal awarded by a recognized institution becomes better known to the public, this creates recognition value. Users can trust certified websites because the seal becomes a symbol that stands for ecologically responsible action. 

The repeated visibility of a few reputable seals on various websites makes such a seal an easily understandable sign of digital sustainability. Website operators and companies benefit from the fact that potential customers are aware of these certificates and may prefer sustainable providers.

Reason no. 3 Raising awareness of the ecological impact of websites

In addition to its purely functional role as a seal of quality that guarantees compliance with certain criteria, it also helps to raise awareness. By visibly displaying the seal, website operators also draw the attention of their visitors to important topics such as energy efficiency, CO₂ emissions and the resource consumption of the internet. This allows more and more people to become aware of the fact that digital services also leave an ecological footprint. The seal and the associated explanations provide information and, in the best case scenario, encourage people to actively shape a sustainable digital world.

Reason No. 4 Competitive advantage through ecological responsibility

In many industries, it has long since become an important sign of social responsibility and sustainability to make your own contribution to the future of us all. A company that can demonstrate a seal of approval for its ecological measures and decisions relating to its own website stands out from competitors who neglect this aspect. Above all, an environmentally conscious target group that is specifically looking for sustainable alternatives will increasingly pay attention to such certificates. By visibly displaying the seal, a website immediately signals to visitors that it is taking ecological responsibility.

Reason no. 5 Honest communication

In my view, another strong argument in favor of a reputable seal of approval is that it gives website operators an opportunity for honest, transparent communication. They can clearly show which relevant factors they have in mind in order to initially and permanently keep the ecological footprint of their website as low as possible. 

This includes, for example:

• the choice of a green hosting provider 
• the limitation of the maximum page size - which some seals also convert into a CO₂ value
• the number, size and format of images
• the use of videos
• the optimization of the code
• Conscious design and animation decisions

However, in order to underpin honest communication, website operators should also go into more detail about individual factors of a website that can be optimized to reduce energy consumption. 

If I, as a user, can understand what has been done and see that there is no mere greenwashing going on here, I not only appreciate this transparent communication, but also believe that efforts are actually being made here to achieve sustainability.

Promotion of best practices in web design

A seal of approval is not only an award, but also an incentive for companies and website operators to implement best practices in the field of environmentally friendly web design. If we in this industry want to make our much-needed contribution to climate change, it's really about challenging existing paradigms and "standards".

It can help that clear requirements must be met in terms of developing energy-efficient and sustainable websites in order to receive the seal. This includes not always making websites bigger, more animated, more exciting and "louder", but at least thinking about certain major levers and simple measures in general when designing and implementing websites. 

A seal of approval motivates some companies, agencies and individual entrepreneurs to continuously work on improving their digital sustainability and make it publicly visible.

Long-term improvements

A seal of approval whose criteria are not permanently set in stone, but which adapts to technological developments, ensures that websites are permanently optimized. If there are new ways to make websites more ecological, these become a new criterion of the seal with a transitional period - and are therefore implemented promptly on all awarded websites. This means that a reputable seal of approval not only has a short-term effect, but also contributes to the ecological optimization of websites in the long term. 

Companies that take their ecological responsibility seriously and demonstrate this to the outside world with a seal can continuously position themselves as pioneers in sustainability. This positioning can strengthen the trust of consumers and business partners and lead to a positive perception of the brand. Every improvement step that becomes necessary over time can be used again for communication. In the long term, this can not only improve the image, but also lead to increased customer loyalty and brand loyalty.

So how do I know which of the seals for climate-conscious websites I should choose?

As there have been more and more seals and logos that distinguish a "green website", especially in recent years, it is of course worth comparing them. One difference is certainly that the seals cost different amounts. What I consider more relevant, however, is how transparent and honest you can be when consumers ask you questions. Because what makes a website "green"? 

Some seals are awarded if a calculated CO₂ value is simply or doubly offset by certificates. Others have a handful of requirements, while still others carry out extensive checks on numerous criteria and only award the logo if most of the test points are passed. Whether website users consider the mere financial compensation of climate impact to be equivalent to serious optimization work on a website, where necessary, is something every entrepreneur can answer for themselves.

In my opinion, particular caution is required with labels that describe a website as "green" or "climate neutral". This is because the Federal Court of Justice first made it clear with regard to the term "climate neutral" that this can quickly lead to inadmissible confusion on the part of consumers and therefore also imposed clear conditions on this term for advertising in its ruling. This risk posed by the designation of the seal and the wording used should also be weighed up when choosing a seal for climate-conscious websites.

Conclusion

A seal of approval for climate-conscious websites offers numerous advantages. It creates trust, promotes best practices, raises awareness of important ecological issues and confirms the actual contributions of website operators to climate protection. This can give companies a competitive advantage. At a time when it is becoming increasingly urgent to take all measures to slow down and adapt to climate change, such a seal is a powerful tool to make responsible action visible and to raise awareness of digital environmental impacts. Website operators who take this step not only benefit from an improved image, but also make a very real, transparent and active contribution to reducing CO₂ emissions and to a more sustainable future. And if the requirements for a reputable label are also specific and are constantly adapted to technological developments, the environment is another big winner.