As Khemistry embarks on our journey to become B-Corp Certified it got me thinking about sustainable practices within one of our core service offerings - website design and development. I have worked on teams and with clients to design, build, redesign and rebuild websites for over fifteen years but during that time sustainability has not been a key topic discussed when working on these projects so I wanted to explore what sustainability looks like in this field.
Websites serve as the digital storefronts for organisations and are often the primary touchpoint for their target audience. The traditional approach to enhancing a website is cyclical with a significant redesign or replatforming occuring every three to five years - this approach is increasingly unsustainable and unnecessary.
This article unpacks the statement that website redesigns driven by sloppy content practices, lack of maintenance programs, improper resourcing, and poor governance waste time, money, and resources.
Instead, I am advocating for a more sustainable approach to web design and development, which focuses on continuous improvement whilst minimising resource consumption. By prioritising long-term support and maintenance, and embracing iterative enhancements, organisations can foster more efficient and effective digital presences.
The conventional approach to the website redesign process often begins with the creation of a Request for Proposal (RFP) and a competitive pitch process, signalling the start of a lengthy and resource-intensive process for agencies and clients alike. This process is fraught with challenges and inefficiencies. Firstly, it fails to address the root causes of website deterioration, such as misguided content practices, ineffectual optimisation programs and labour intensive maintenance.
Instead of treating the symptoms with periodic redesigns, organisations must adopt a proactive approach to address these underlying issues.
Moreover, traditional redesigns often suffer from improper resourcing and poor governance. A lack of adequate resources, both in terms of budget and expertise, can result in subpar outcomes and missed opportunities for innovation. Similarly, poor governance structures can lead to disjointed efforts, conflicting priorities, and ultimately, wasted resources.
In contrast to the reactive nature of traditional redesigns, sustainable web design advocates for a proactive and iterative approach. At its core, sustainable web design is about maximising the value of digital assets while minimising their environmental and resource footprint. By shifting the focus from sporadic redesigns to continuous improvement, organisations can achieve greater efficiency, effectiveness and sustainability when it comes to their web presence.
Central to sustainable web design is rethinking the purpose of your website. Instead of viewing it solely as a sales or marketing tool, organisations should recognize its potential as a platform for providing valuable information and addressing customer pain points throughout their journey. By aligning website content with customer needs and interests, organisations can foster deeper engagement and customer loyalty.
Another key aspect of sustainable web design is the implementation of long-term support and maintenance practices. Rather than treating website development as a one-time project, organisations should prioritise ongoing performance optimisation, accessibility enhancements, and data privacy measures. By investing in the continuous upkeep of their digital properties, organisations can ensure their relevance and effectiveness thus reducing the need for wholesale redesign or replatform projects.
A cornerstone of sustainable web design is the commitment to continuous improvement. This involves regularly assessing website performance, gathering user feedback, and implementing iterative enhancements. By adopting an agile mindset and embracing experimentation, organizations can adapt to evolving customer needs and market dynamics more effectively.
While the transition to sustainable web design may seem daunting, especially for resource-constrained organisations, it is entirely feasible with the right mindset and approach. By shifting away from the traditional project-based mentality and embracing a culture of continuous improvement, organisations can unlock new opportunities for innovation and growth.
Partnering with Khemistry will ensure alignment with sustainable web design practices. Our team goes deep into your audience needs to ensure our website solutions are well balanced with your organisational goals. We think long term so you have a performance optimisation roadmap and we recommend technologies that have been built to last and grow with you.
In conclusion, the statement that traditional website redesigns are unsustainable highlights the need for a paradigm shift in how organisations approach their digital presence. By embracing sustainable web design principles, such as rethinking website purpose, prioritising long-term support and maintenance, and embracing continuous improvement, organisations can create more efficient, effective, and resilient digital assets. In an era of heightened environmental awareness, sustainable web design isn't just a choice — it's a necessity.