Websites’ impact on the environment in 2024
As of 2024, 193 million websites are active worldwide, with each producing around 132 lbs. of carbon a year on average, which is equivalent to driving 270 miles in an average car. Digital services account for around 3.9% of all carbon emissions. This is expected to increase as we become increasingly reliant on technology, AI, and the Internet of Things.
Green hosting is slow and inefficient
The main misconception regarding green hosting is that it lacks the efficiency and speed of its conventional electric counterpart. Companies tend to worry about potential compromises regarding this, but technological advancements have brought these concerns down to a minimum.
A recent trial used GTmetrix to load a test website on WordPress and calculate the time it takes to load the content of the main page. The technical term is Largest Contentful Paint or LCP. The higher the LCP, the less responsive a website is and the less likely visitors are to stay on it. GreenGeeks, a hosting company whose name is synonymous with sustainability, had an LCP of 0.691 seconds, similar to leading providers like GoDaddy (0.667) and Bluehost (0.603), and far ahead of iPage (1.6 seconds), Domain.com (1.5 seconds), and other budget firms.
The business’s budget and requirements determine the financial implications of transitioning to green hosting. Upfront costs may be significant, but the long-term returns through efficiency and cost savings can make up for them.
Green hosting isn’t sufficient to ensure sustainability
Green web hosting is a vital step in the direction of sustainability, and the matter of sufficiency depends on how many users adopt it. At any rate, it should be part of a broader strategy. Business owners should consider additional practices, such as sustainable office operations and supply chain management. An efficient design will enable the site to load faster, reducing energy consumption and server load.
Business owners should check or instruct employees to check analytics so they learn as much about visitors’ behavior as possible. An improved user experience and faster page loading will reduce the website’s energy use and minimize its footprint.
How to find a green hosting provider
Rather than taking the host’s word for it, business owners should consider real metrics, such as power usage effectiveness or PUE. This metric is used globally to measure a hosting environment’s energy efficiency. It is calculated by dividing the total power flowing into a data center by the power used to operate the IT equipment in the center. As the number inches toward 1.0, overall efficiency improves. A PUE of two means that the server must spend one kilowatt-per-hour (kWh) on cooling for each kWh it consumes. In 2023, Google’s PUE was 1.10.
Global data from Statista shows that the average annual PUE has dropped from 1.67 in 2019 to 1.56 in 2024. Effectiveness may be increasing, but power demand is growing. Goldman Sachs predicts that the demand will increase by 160% by 2030.
Businesses should look for certifications such as Green-e, Energy Star, or ISO 14001, which indicate eco-friendly practices. They can also reduce their carbon footprint by optimizing their websites to require less server energy, such as through efficient coding, image compression, and the use of Content Delivery Networks.
Ask hosting providers about their renewable energy initiatives, energy-efficient infrastructure, or future sustainability goals to see how committed they are to green hosting. Conduct basic desktop audits to get more information about their sustainability practices.
Final thoughts
While green hosting often faces misconceptions about cost, performance, and reliability, the realities tell a different story. Some green hosting solutions leverage advanced technologies, such as renewable energy and energy-efficient infrastructure, to deliver competitive performance while supporting sustainability goals.
Business owners that adopt green hosting may be making a strategic decision that aligns with customer expectations, enhances brand reputation, and prepares their firms for a more eco-conscious future. Debunking the myths helps them make the switch to green hosting with confidence, benefiting both the environment and their bottom line.