Sustainable web design 

Sustainable web design is an approach to designing web services that puts people and planet first. In Imperial’s context, this set of Web Sustainability Guidelines (WSG) aims to ensure that our digital content is efficient to deliver, i.e. uses the least amount of energy and material resources possible, thereby reducing its environmental impact.  

In addition, there has been a growing proliferation of generative AI tools, including tools for content creation and editing. Such tools are large scale AI deployments reliant on infrastructures such as data centres, which are environmentally destructive in terms of resource and energy use as well as waste and carbon emissions produced. Sustainable web design also involves considering the environmental impact when using AI tools.  

Imperial websites are often the first point of contact for prospective students, staff, partners and the public. Improving the sustainability of our web content not only reduces unnecessary energy use and emissions, but also has several co-benefits, such as improving user-experience, accessibility, and performance. While the carbon footprint of individual webpages may seem small, this compounds across Imperial’s entire digital estate and the page views it serves.  

This set of guidelines forms part of Imperial’s sustainable communications guidelines, and is part of Imperial’s wider strategy and ongoing efforts to address the challenges of climate change, biodiversity loss and pollution.   

What this guidance covers 

This guidance focuses on the areas of content creation and editing where small, practical choices can make a meaningful difference. It is intended for anyone who creates, edits, or manages web content, regardless of technical background. 

This guide focuses on decisions that content editors can control, such as: 

  • what content is published 
  • how pages are structured and formatted 
  • how media assets are used 
  • data storage and management  
  • how often content is reviewed and updated 

A web sustainability content checklist is also provided to help you review your content and identify opportunities to reduce unnecessary resource use and support a more efficient user journey. 

Conflicts with other standards and requirements

In cases where WSG guidance conflicts with recommendations made by another standard or requirement, the following best practice steps are advised: 

Determine if the specific web sustainability guideline has enough scope or allowance for a different solution to achieve the same result, without compromising sustainability, thereby meeting both obligations. 

If a conflict exists and there is a risk of compromise, determine the risks associated (inclusive of compliance, your audience, and further impacts):

  • a. If the sustainability associated risks are lower than those of the conflicting recommendation, follow that recommendation as the justification to meet it is greater. 
  • b.  If the sustainability associated risks are higher than those of the conflicting recommendation, follow WSG guidance unless it conflicts with or is underpinned by that of a higher authority such as legislation.

Website editor guidance

The guidance covers the following areas:

  • Content purpose 
  • Responsible use of AI
  • Content
  • Media asset
  • Content and data management

References and resources 

Sustainable web design resources

Media assets resources