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Avoid Potential Greenwashing- Build A Sustainability Page on your Website

The world of sustainable and ethical business is all about transparency, and for good reasons. Outside Magazine reported last year that there is such a sizeable greenwashing movement that there are now set indicators that consumers should look for when deciding if a business is authentic in its sustainability claims.

However, since there are no set rules against greenwashing, it’s a rat race out there!

do not make these mistakes

What is the deal with greenwashing?

I bring this article up because many of my clients and businesses I have seen doing great things for the planet don’t communicate this effectively. Many businesses use loose keywords, making their efforts harder to find and track. Sadly, they fall into the category of businesses to avoid due to greenwashing—even though they are great.

So, my purpose here today is to use this recent article to help good businesses make changes to their websites, messaging, and branding to avoid being blacklisted.

  1. Sustainability information should be easy to find. If customers can’t find it on a Mission, About, or dedicated Sustainability page, they are urged to look elsewhere.

  2. The business's actions need to be completely transparent, easy to understand, and specific.

  3. Releasing too many items too often is airing on the side of fast fashion and also shows a lack of longevity in a product. It also encourages excess spending from the consumer, when instead, there could be fewer products made of higher quality and more expensive.

  4. The ability to ask questions. If there is no FAQ, customers should easily be able to contact and receive a response.

  5. Seek third-party certifications that are difficult to obtain and have a proven track record, such as B Corp or Fair Trade.

So that's the list to help businesses that are doing good things not get looped in with greenwashing brands. The problem is that many brands don't toot their own horn or have the money or time to focus on their sustainable messaging and brand identity because they are so busy with innovation and contributions.

PlanIt Branding wants to prevent these potential negative associations by helping these businesses.

how and why to toot your horn

Why tooting your horn matters

Remember that tooting your horn can be a good thing. In this case, you are doing it to be transparent about your ethos and operations.

You are tooting so that when consumers search websites, search engines, etc., to find the product you are offering or to find a product that matches their values, you show up.

The best thing to do besides blogging and taking to social media with your messaging is to create a dedicated Sustainability page on your website.

Think of your Sustainability Page as your heightened About Page.

You are communicating why you have made the decisions regarding your environmental impact. You can write about your feelings, issues you’ve identified, lessons you have learned, and hurdles you have tackled— all while on the path to get you where you currently are.

sustainability page on
Example of Sustainability Page on Rothy's website

Tips for how to write and design your sustainability page

Here is your chance to explain the science, the charitable organizations you partner with, how your customers contribute to the world by purchasing from you, and how you are decreasing your business’s environmental impact at every step of the production and sales chain.

Make sure to include pictures that relate to what you are talking about. Link to organizations you work with or certifications you have achieved. You can use timelines; you can ask questions, and you can show your personality.

One thing we don’t recommend is adding too much information. This will slow down your website's speed, and some folks will lose interest. A way to still include all you want to include is to write a blog, or even multiple blogs, that deep-dive into specific topics. You can then link to your blogs from this page, which will help your SEO performance.

Your blogs can even explain programs and certifications, and those can link back to your Sustainability page and to whatever outside entity they are referencing. Again, this will help your SEO.

Regarding pictures, be conscious of the pixels so they don’t hinder web performance. At the same time, you want to ensure your photos are professional, impactful, and relevant to the topics you explain on this page.

Think about your call to action on this page. When a customer reads this, what do you want them to do next?

Have more questions? Feel free to email or shoot us a direct message on Instagram!


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