Designing a Green Website: Selling Ethical Products Online Part 3
If you want to attract mainly serious, committed ‘greenies’ to your website, you need to make clear how genuine and authentic your product is (more on how to figure out who your market is in our first blog post).
Having a website which is upfront and uses plain English- not corporate speak or technical jargon- can help you seem more genuine. See this Eco Web Hosting sales site for a good example of using plain English on the homepage to convey commitment to the green cause.
• Make your site easy to navigate and understand. Images can be a very intuitive way of enabling easy navigation and conveying your ethos. The Wholeleaf Company uses well-shot pictures and video effectively to sell their compostable plates, while keeping text simple and to a minimum:
• Think about adopting a personal tone throughout the site if you are trying to attract the serious/niche customer. This implies that your commitment to ethical causes means you share interests, and a common ethos, which allows you to forgo formalities. For example, having ‘Give us a call!’ on the contact page instead of ‘For enquiries click here’. Not appropriate for all products or companies - but the personal touch can be very effective for this market, as Nigel’s Eco Store demonstrates.
|Nigel's Eco Store uses this tone in conjunction with a very user friendly online store structure, and blends this well with a professional approach to handling sales and enquiries.|
• Provide plenty of images if you are selling multiple products. Make sure every claimed ‘green’, ‘ethical’, ‘organic’ product has plenty of verifiable information and adequate content to prove itself. We like Fragile Earth, which sells bio-cleaners, for the clean feel of its design, while providing detailed information and an inspiring logo image.