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The Importance of Creating a good 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 large green washing movement that there are now set indicators that consumers should look for when trying to decide if a business is authentic in their sustainability claims or not.

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

do not make these mistakes

What is the main issue

I bring this article up because for many of my clients and businesses I have seen doing great things for the planet, they don’t communicate this effectively. Many businesses use loose keywords, their efforts are harder to find and track, and 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 black listed.

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

  2. There needs to be complete transparency of what the business is doing. It needs to be easy to understand, yet 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’s also encouraging excess spending from the consumer, when instead there could be less products made that are 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 get and have a proven track record, like B Corp or Fair Trade.

So that's the list to help businesses that are doing good things not get looped in with the greenwashing brands. The problem with this is, there are many brands that don't toot their own horn or even 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 from happening by helping these businesses.

how and why to toot your horn

Why tooting your horn matters

Keep in mind that you are in no way tooting your horn to brag, you are doing it to be transparent about your ethos and operations.

You are tooting so that when consumers are searching 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 you have made when it comes to your environmental impact. You can write about your feelings, issues you’ve identified, lessons you have learned, 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, the ways your customers are contributing to the world by purchasing from you, and the ways 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, you can show your personality.

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

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

In terms of pictures, be conscious of the pixels so it doesn’t hinder web performance, but at the same time, you want to make sure your photos are professional, impactful, and relevant to the topics you are explaining 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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