In 2015, it’s hip, chic, and cool to be eco-friendly. Everyone’s doing it, and you’re viewed as inconsiderate if you don’t reduce, reuse, and recycle. For a business that truly cares about the environment and local sustainability, the green trend is annoying. Not only is the movement littered with selfish people who are looking out for themselves and their own image, but it’s also filled with businesses that are doing the same.
As a company that’s invested in sustainability – not solely for PR, but for a genuine desire to care for the environment – how can you stand out amidst the frauds? Your website is one place to start.
How to Convey Your Commitment to Sustainability
You could build a state-of-the-art, LEED-certified building, work with a data center designer to build an energy efficient server room, source your products from sustainable businesses, and everything in between – but, unless you convey these ideas through your web design and site copy, it will all be lost on the customer. You need to portray a clear and concise value proposition that’s visible and obvious.
Here are some tips for making that happen:
Use the right colors: Your website’s color scheme is one of the first things visitors will notice, and it sets the tone for your company’s online image. Green is obviously the best place to start, but don’t limit yourself to a single color. Instead, incorporate browns, yellows, and other earthy tones for a unique and captivating theme.
Incorporate logos and badges: Depending on the organizations you’re involved with and the certifications you’ve received from various industry sources, you should incorporate logos, badges, and emblems on your site to prove those commitments. If you want, you may even choose to attach a hyperlink to the logo so visitors can learn more about your involvement.
Invest in quality imagery: Alongside the color scheme, your site’s images play, arguably, the most important role in stirring a positive first impression. There are thousands of green-themed images on the Internet, so find ones that fit your brand image, and tastefully incorporate them throughout your webpages.
Craft appropriate product descriptions: Images may grab a visitor’s attention right from the start, but the content and copy on your internal pages are what leave a lasting impression. When developing product pages, spend time crafting appropriate descriptions, using specific words that satisfy the reader’s pain points (namely the desire for sustainably-sourced products and a company that cares about the environment).
Develop a brand voice: In order to address ongoing and relevant issues, you should build an on-site blog. This allows you to develop a brand voice and gives customers a chance to see where you stand on certain issues. While there’s no hard and fast rule, posting a minimum of two to three times per week is ideal.
Using these five tips, you should be able to better convey your commitment to sustainability and the long-term health of your local environment. And while other companies fake their way through the green movement for PR purposes, you can hold your head high knowing you’re actually making a difference.