Technology
Common myths about green hosting and the reality that business owners need to know

The Impact of Websites on the Environment in 2024
As of 2024, there are 193 million active websites worldwide, each producing approximately 132 lbs. of carbon per year on average, equivalent to driving 430 kilometers in an average car. Digital services are responsible for approximately 3.9% of all CO2 emissions. This is expected to increase as we become increasingly dependent on technology, AI, and the Internet of Things.
Green Hosting is Slow and Inefficient
The main misconception about green hosting is that it lacks the efficiency and speed of its conventional electric counterpart. Companies often worry about potential compromises in this area, but advances in technology have minimized these concerns.
A recent trial used GTmetrix to load a test website on WordPress and calculate the time it takes to load the main page content. 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. Green Geeks, a hosting company whose name is synonymous with sustainability, had an LCP of 0.691 seconds, comparable to leading providers like GoDaddy (0.667) and Bluehost (0.603), and well ahead of iPage (1.6 seconds), Domain.com (1.5 seconds), and other budget firms.
The company’s budget and requirements determine the financial impact of switching to green hosting. The upfront costs may be significant, but the long-term returns through efficiencies and cost savings can offset them.
Green Hosting Isn’t Sufficient to Ensure Sustainability
Green web hosting is a crucial step towards sustainability, and the question of adequacy depends on how many users adopt it. In any case, it must be part of a broader strategy. Business owners should consider additional practices such as sustainable office operations and supply chain management. An efficient design allows the site to load faster, reducing energy consumption and server load.
Business owners should monitor analytics or instruct employees to monitor them so they can learn as much as possible about visitor behavior. An improved user experience and faster page loading will reduce the website’s energy consumption and minimize its footprint.
How to Find a Green Hosting Provider
Instead of taking the host’s word for it, business owners should consider real metrics, such as energy efficiency effectiveness or PUE. This metric is used worldwide to measure the energy efficiency of a hosting environment. It is calculated by dividing the total power flowing into a data center by the power used to run the IT equipment in the center. As the number gets closer to 1.0, overall efficiency improves. A PUE of two means the server must spend one kilowatt per hour (kWh) on cooling for every kWh it consumes. In 2023, Google’s PUE was 1.10.
Global data from Statista shows that the average annual PUE has fallen from 1.67 in 2019 to 1.56 in 2024. Although effectiveness is increasing, the demand for energy is growing. Goldman Sachs predicts that demand will increase by 160% by 2030.
Companies should look for certifications such as Green-e, Energy Star, or ISO 14001, which indicate environmentally friendly practices. They can also reduce their carbon footprint by optimizing their websites to require less server energy, for example through efficient encryption, 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 simple desktop audits to learn more about their sustainability practices.
Final Thoughts
While green hosting often faces misconceptions about cost, performance, and reliability, the reality tells a different story. Some green hosting solutions use advanced technologies, such as renewable energy and energy-efficient infrastructure, to deliver competitive performance while supporting sustainability goals.
Business owners who adopt green hosting may be making a strategic decision that aligns with customer expectations, improves brand reputation, and prepares their companies for a more environmentally conscious future. By debunking the myths, they can confidently make the switch to green hosting, benefiting both the environment and their bottom line.
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