Updated 7 October 2026
A lean website can load faster and make information easier to find. Treat environmental claims about websites carefully unless you have evidence for them.
Remove unnecessary weight
Size and compress images for their actual display use. Avoid loading large background videos or unused scripts simply for decoration. Keep essential content usable before adding effects.
Make navigation direct
Organise the site around customer tasks so visitors do not need many pages to find an answer. Use descriptive links, readable text and accessible controls. Efficiency should improve the experience, not remove useful information.
Review hosting and measurement
Ask providers what their environmental statements actually cover and what supports them. A fast page or a green badge does not prove that a whole website is carbon-neutral. Compare like-for-like performance and be clear about the limits of any estimate.
Your next move
Test your most important page on a phone and remove one element that adds weight without helping the visitor. ITG can help improve performance and content clarity together.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!