Your Guide to Ethical & Good Website Design

We spend an extraordinary amount of time on the Internet these days. In the UK, internet users spent around 4.2 hours on average daily accessing the internet via any device in 2023. However, we all know that for many of us this figure is even larger, particularly if you work in a digital field like I do. While there is much to say about our overuse of devices, I would like to consider how we can ensure that the websites we spend so much time on are better designed, more environmentally friendly, and beneficial for everyone.

This is your guide to ethical and effective good website design, because a better digital landscape is possible; we just need to build it.

Introduction to Ethical Website Design

If you’ve read my guide on ethical marketing, you’ll recognise many of the themes in this guide too. While ethics can be considered individual, there are certainly some shared ideas across the design sector which look at helping users, protecting the planet and promote your business or organisation at the same time.

What is ethical web design?

Ethical web design is a design focus that sets out guidelines and puts ethical values first when building a good website. Website designers should follow these guidelines to create websites that are both visually appealing and functional, but that go far beyond a good user experience. Ethical designs consider:

• The User: This includes the users’ well-being, respect of their privacy, and promotion of a positive online experience.
• The Wider World: How does their website and it’s content affect the planet, society and those that reside in it.
• The organisation it promotes: Does the website reflect and respect the organisation it is showcasing and how does that affect business practices and staff.

Why it matters in today’s digital landscape

Ethical web design is more important than ever. The internet uses a significant amount of electricity—1,021 TWh annually, to be exact. This exceeds the total energy consumption of the entire United Kingdom. This electricity powers everything from data centres and transmission networks to the billions of connected devices we use daily, generating carbon emissions rivalling or exceeding the global aviation sector. Just as countries seek to reduce their carbon footprint regarding energy sources or infrastructure, the Internet also needs an overhaul. That includes cleaning up online storage, reducing energy usage and making the digital world more efficient, and that includes every website on the internet.

As I mentioned in the intro, we spend a lot of time on the Internet. Doom scrolling, eye strain, tech neck, overconsumption, cyberbullying and grooming, are just some of the risks we face with an overconsumption of the internet. It is organisations responsibility to ensure that their sites support users and do not affect them negatively. Unfortunately, the internet is largely unpoliced, which means it is up to individuals to ensure the digital landscape they build is not adding to that mess. I’m not saying that we can cure these ills with a snazzy new website, but when we intentionally create better products, services and worlds, we can help share a better world.

Core Principles of Good Website Design

There are many ways to create cool website designs that support our ethics and promote our organisation.

User-centered website design approach

Website designers frequently prioritise creating visually appealing layouts and intricate features; however, the secret to a successful website lies in adopting a user-centred approach. By considering the target audience’s needs, preferences, and behaviours, designers can craft a tailored and intuitive user experience. This approach entails conducting thorough research, gathering feedback, and continually iterating to ensure that the website meets and exceeds user expectations. Ultimately, placing the user at the forefront of the design process results in a website that is functional, engaging, and user-friendly.

Simple Navigation, Accessibility & inclusivity

When it comes to web design, accessibility and inclusivity should always be at the forefront of your mind. Designing a website that is easy to navigate and use for all individuals, regardless of any limitations or disabilities, is not only ethical but also necessary in today’s digital age. From making sure your website is compatible with screen readers to ensuring the colour contrast is sufficient for those with visual impairments, there are various ways to create a more inclusive online experience for all users. By prioritising accessibility in your web design, you can reach a wider audience and create a more positive user experience for everyone.

Performance & speed optimisation

The most important element of ethical website design for the environment is speed optimisation and energy performance. When we focus on making a website load as quickly as possible, we enhance the user experience, making it smoother and more engaging. However, the real benefit lies in the reduction of carbon emissions associated with loading each page. Even if your site uses green hosting, we must reduce the amount of energy consumed to display our website in order to lessen our carbon footprint. Optimising our images, videos, structure, text, and code can all contribute to creating a leaner, greener website.

Authenticity & Transparency Content

I’ve often discussed this throughout my blog, but a website that authentically represents the company it showcases will benefit both its customers and the organisation itself. There is no point in selling products and services to individuals who don’t want or need them. When you describe your business and its goods accurately, you will attract the right clientele and ensure happy customers after a sale. Too many websites focus on selling to as many people as possible, and for most products, there simply isn’t a one-size-fits-all approach.

Privacy and Data Protection

This section is very much necessary but often forgotten by web designers and developers. Data protection is paramount to all websites that collection some form of data from their users. Whether that’s analytics data, filling in a form, buying a product, or signing up to a newsletter, each bit of user data should be protected from others.

Data Protection Act , GDPR , & Other compliance

Data protection is a crucial aspect of modern business operations, with laws such as the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 setting out strict guidelines for how companies handle personal data. Ensuring compliance with these regulations is essential for building customer trust and avoiding hefty fines. Besides GDPR & its UK version, there are other compliance requirements that businesses must adhere to, such as the Privacy and Electronic Communications Regulations (PECR) and the ePrivacy Directive. By prioritising data protection and staying informed about the latest regulatory changes, companies can safeguard their reputation and protect sensitive information from cyber threats.

Transparent data collection practices

Organisations need to be transparent about how they collect and use data. Transparent data collection practices not only help build trust with customers, but they also ensure that individuals understand how their information is being handled. From informing users about cookies on websites to obtaining explicit consent for data sharing, transparency is key in demonstrating a commitment to data protection. By being open and clear about data practices, businesses can show their commitment to privacy and security.

Ethical Analytics

While Google Analytics dominates the analytics landscape, there is many ethical options to consider that don’t collect or store data in a way that invades users privacy. Fathom Analytics (Affiliate link) and Matomo Analytics are fantastic options offering privacy-focused data collection.

Sustainable Web Design

A greener website is a vital component of an ethical website design. Reducing the energy used to load your website is one of the best things you can do towards better digital sustainability. It’s time for developers to prioritise sustainability in their coding practices and make a positive impact on the world around them.

Energy-efficient coding practices

In recent years, the tech industry has placed a growing emphasis on energy-efficient coding practices. By implementing strategies such as reducing unnecessary computations, optimising algorithms, and minimising resource usage, developers can significantly decrease the amount of energy consumed by their applications. This not only benefits the environment by reducing carbon emissions but also helps companies save on electricity costs.

In order to improve website performance, it is important to regularly update plugins, themes, and extensions to ensure they are running smoothly and to prevent any potential security vulnerabilities. A good caching policy can also help reduce loading times and improve overall site speed.

Additionally, cutting back on using animations in code can streamline the website and make it more efficient. By taking these practical steps, website owners can enhance user experience and keep their site running smoothly.

Reducing digital carbon footprint

It’s not just code changes that make a difference to the carbon footprint of a website. Some of the key sources of energy usage are large images and videos. Reducing the size of images, and optimising them for your site can improve loads and reduce energy needed to store them.

Videos are particularly energy-hungry, so we advise against including any on your website unless absolutely necessary. However, if you find that you do need some videos on your site, it is best to upload them to another video hosting provider such as YouTube or Vimeo.

While this might seem like shifting the issues to someone else, these companies have vast data centres that are much more energy-efficient than many web hosting options. Although these large companies still need to improve their digital footprint, overall, it would reduce energy usage in most cases at this point.

Green hosting solutions

When it comes to environmentally friendly web hosting, opting for green hosting solutions is the way to go. You can significantly reduce your website’s carbon footprint by choosing hosting providers that run on renewable energy sources such as wind, solar, or hydroelectric power. Green hosting not only helps protect the planet but also demonstrates your commitment to sustainability. Make a positive impact on the environment with green hosting solutions for your website today. I currently offer hosting packages from a green provider. You can also learn more about green hosting at The Green Web Foundation.

Environmental and sustainability statements

As consumers become more conscious of the impact of their choices on the environment, businesses are increasingly incorporating environmental and sustainability statements into their practices. These statements not only showcase a company’s commitment to reducing their carbon footprint but also serve as a reflection of their values and ethics. I

n today’s climate crisis, it is imperative for companies to take a stand and show their dedication to protecting the planet for future generations. By incorporating these statements into their business strategies, companies can not only attract environmentally conscious consumers but also contribute to a more sustainable future for all.

Inclusive Design Practices

Inclusive design is the process of creating products and environments that are accessible and usable by people of all backgrounds and abilities. In the physical world that might mean design a building so it is accessible to wheelchairs, or how pedestrian traffic lights have sounds as well as the visual of a green man to help people cross at the right time. In the digital world, inclusive design ensures websites are accessible to everyone too. While the majority of inclusive design advice is often geared towards those with visual impairments, supporting those with audio and cognitive disabilities is also vital parts of it to.

Colour use, text & readability

When creating materials for the web, it’s essential to consider colour contrast and the readability of your text. The interaction of colours can significantly affect how smoothly your readers navigate and comprehend your content.

High contrast between your text and background colours greatly enhances readability for everyone, particularly for those with visual impairments or reading difficulties. By adopting sharp contrast in your design, you ensure that your message is clear and accessible to a broader audience. Attending to colour contrast is a straightforward yet impactful method to improve the readability of your content. Don’t forget to check out this handy colour contrast checker from WebAim!

Using larger fonts and those with a clear typeface are simple ways to ensure everyone can read your site. The larger a font, the more legible it will be for the majority of users. However, finding the balance between design and accessibility has always been a key challenge—hopefully one you will take on.

You may also want to provide options for users to change the colours, fonts and sizing of the design themselves. Various tools and plugins can be added to a site to allow users to choose their own accessibility requirements. This provides users with the ability to make decisions for themselves without compromising on other design elements that you want to use. For example, those with dyslexia can have a difficult time reading simple black text on a white background and actually find it easier to read with a yellow or pink overlay. If you have the ability to provide more options, then this is a great way to include everyone.

Screen reader compatibility

Ensuring screen reader compatibility is so important for web accessibility! For users with visual impairments, screen readers act as essential guides, helping them navigate websites and enjoy online content. It’s crucial that websites are optimized for screen reader compatibility to provide equal access for everyone. When we use smart coding techniques, like adding alt text for images and crafting meaningful headings, we make our sites more welcoming for those who rely on screen readers. Focusing on screen reader compatibility goes beyond just fulfilling legal obligations; it’s all about building an inclusive online space for every individual to thrive!

Alternative text for images

Accessibility of your images, is another key component of inclusive design. Alternative text, often referred to as alt text, is a crucial element for making sure that visually impaired users can still enjoy and understand the content you are sharing. By providing detailed descriptions of your images in the alt text, you can ensure that all users have a complete experience when interacting with your content. So, next time you’re adding images to your website or social media posts, don’t forget to include descriptive alt text to make your content more inclusive and accessible to everyone.

Transparent Business Practices

Clear pricing and terms

Transparency is key to running a successful business. This includes clearly displaying pricing and terms for customers to see. By being upfront about costs and conditions, businesses can build trust with their clientele and avoid any misunderstandings down the line. This also includes avoiding manipulative designs such as charm pricing.

Charm pricing, also known as psychological pricing, is a pricing strategy that employs odd numbers, particularly nines, to convey perceived value to shoppers and encourage them to make a purchase. For instance, prices frequently end in 99 pence rather than a whole number, like £8.99 instead of £9.00. This technique is also applicable to whole pounds, for example, £99 instead of £100. While this may appear to be a conventional sales tactic, we ought to be able to persuade consumers of our products and services without resorting to psychological manipulation.

When it comes to the terms of a service or a product, it’s vital we are clear about what a customer is getting and what happens when things go wrong. We are all guilty of not reading the terms and conditions thoroughly, but as business owners, we should ensure that our terms are clear as day. If it’s something you have to hide mountains of legal jargon, is it really fair or an ethical policy to have in the first place?

Clear pricing and terms benefit the customer and show that the company values honesty and integrity in its operations. It’s a simple yet effective way to demonstrate to customers that they can rely on the business for fair and open dealings.

Honest marketing practices

While this can be applied across all your marketing practices, in good web design, we need honesty in all parts of the site. As I said above, terms and conditions are one place where we often do not see honesty or trust. This applies also to how we market our products and services on the shopfront of our website. Here are some common unethical practices to avoid on your website.

Countdown Timers

The use of countdown timers in marketing makes consumers rush their purchases. Countdown timers can be seen across the digital world, from reserving tickets to sale item prices. But, they are often entirely false; simply hitting refresh on a browser often puts the clock back to a starting point, and this is why they are so terrible.

Countdowns should only be used for services and products with an end time. For example, a concert or festival genuinely needs to put a countdown on for early bird releases or final places. But an everyday product, such as underwear, doesn’t need that undue stress. Consider whether you genuinely need to put a timer on a purchase. If so, consider the design of the timer, so it provides precise information rather than a scary clock ticking away.

False Scarcity

As with countdown timers, rushing consumers by falsifying scarcity is terrible for overconsumption and raising anxiety levels. When you state there are only so many left, it can make purchases buy something they may have decided not to if there wasn’t the sense of scarcity. This is particularly problematic for goods because it’s like the shop has more in stock or can order them easily. With services, availability should be based on your actual capacity and not to induce more sales.

For example, at the end of a deal, you may not have as many sign-ups as you may have liked. So many marketers turn up the heat and say there are only a few places left. In truth, there is plenty of space. Be honest in your marketing, and if you haven’t gained the traction in a campaign that you wanted, maybe you need to change tactics and offerings, not trick people into purchases.

Accessibility statements

Often overlooked, accessibility statements play a crucial role in ensuring websites are inclusive and accessible to all users. These statements outline the measures taken to make a website usable for people with disabilities, including those with visual, hearing, and motor impairments. By providing clear and comprehensive accessibility statements, websites demonstrate their commitment to inclusivity and improve the overall user experience for everyone.

Implementation

Applying an inclusive design which works well for people and the planet is one thing, but maintaining it is the real challenge. Ensure your design as the longevity it needs to reduce your admin time and keep it working well for your business as well as others.

Testing and Validation

When it comes to testing a website and its functions, it is imperative to ensure that it performs effectively for all users, including those with additional accessibility needs. By conducting thorough testing, you can guarantee that your website is user-friendly and accessible to a wider audience. This not only enhances the user experience but also showcases your organisation as professional and well-maintained.

Taking the time to test your site for functionality, accessibility, and overall performance demonstrates a commitment to providing a high-quality online experience for all users. It’s an essential step in ensuring that your website meets the needs and expectations of your target audience.

Maintenance best practices

Everyone trusts a company more when their website is functioning smoothly, aesthetically pleasing, and regularly updated. A well-designed website that is user-friendly and visually appealing not only improves the overall user experience but also instils confidence in customers. When a website is up to date with relevant information, products, and services, it demonstrates the company’s commitment to keeping customers informed and engaged. This attention to detail reflects positively on the company’s brand image and credibility, ultimately enhancing trust and loyalty among customers.

Ensuring a website remains current involves more than just updating content; it also plays a vital role in maintaining high speeds and reducing carbon emissions. In order to enhance user experience and keep visitors engaged, it is crucial to regularly review and optimise the website’s performance, from image compression to code efficiency. By investing time and resources into these areas, businesses can not only improve their online presence but also reduce their carbon footprint, contributing to a more sustainable digital world.

Ensure you are keeping your site maintained on all levels: functionality, security, design and content. If your site is built in a content management system such as WordPress, ensure a professional developer is maintaining your site.

Good & Cool Website Design Example

If you want excellent examples of green, clean websites, wonderful homepage creations, and awesome page designs, here are some of my favourites.

Green Website Design Ideas

If you want to focus on speed and reduce your carbon footprint, check out these three websites I created. They have fantastic scores on the carbon calculator.

Park & Donate: A car parking company that donates some of its profits to local charities

ShefFood: A non-profit organisation focused on food and community in Sheffield

Regather: An organic veg box provider and social enterprise helping shape food in Sheffield.

Beautiful Design Inspiration

Here are some other green and lean sites I love the look of.

Riverford Organics

I think this is a beautiful website that fits the ethos of the brand perfectly. It’s colourful and bright but scores fantastically in terms of speed.

Conclusion and Resources

In conclusion, ethical website design is not just a trend but a necessary shift towards a more sustainable, inclusive, and user-friendly digital world. By focusing on user-centered design, prioritising privacy and data protection, optimizing performance for the environment, and embracing transparency, businesses can contribute to a positive online experience and reduce their carbon footprint. Ethical design practices ensure websites not only serve their purpose effectively but also promote social responsibility.

If you’re looking to build a website that aligns with these ethical principles, get in touch with Middleton Marketing. Our expertise in ultra-fast, low-carbon websites and commitment to ethical design practices can help you create a digital presence that not only performs well but also supports a sustainable future for all. Check out our website services here, or head to the portfolio to see what else we’ve worked on.