We scored 4 ESG and sustainability homepages on 60+ conversion criteria. See which sections separate the top performers, and what your page is probably missing.
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
“Carbon accounting made actionable. Greenly leads with a clear compliance and measurement story, backed by product visuals that make ESG reporting feel like a concrete workflow, not a corporate checkbox.”
What makes this page stand out
"Your all-in-one solution for your climate needs: GHG disclosure, product carbon footprint, ESG compliance" covers the complete sustainability workflow
"Powered by EcoPilot" AI branding creates an ownable, differentiated AI identity for carbon accounting
3,500+ happy clients social proof demonstrates significant market adoption in the growing sustainability software category
"New York joins California on climate reporting" news banner connects the product to urgent regulatory requirements
Section we love
·Navbar
1A black Get started button gives the bar one bold primary action
2Pricing sits as a top-level tab so buyers can find costs fast
3Login plus a US region switcher cover returning users and locale needs
4The open Platform mega-menu groups items into Carbon Management, LCA and ESG columns
5A featured card (How Greenly helps you for Bigger Impact and ROI) adds a visual Why Greenly hook
02
Evergreen, Sustainability solutions with measurable impact.
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
“Enterprise sustainability with clear conversion pathways. Evergreen pairs specific outcome messaging with trust signals and contact options that reduce enterprise buying friction.”
What makes this page stand out
The "only" claim — "Evergreen is the only peer-to-peer recognition software that lets teams recognise a job well done, while planting trees" — creates a clear differentiation moat.
"+500 000 trees planted by teams" provides a tangible, emotionally resonant metric that proves real-world impact.
Clean, warm design with green accents reinforces the environmental brand identity without being heavy-handed.
"Start 14 Day Trial" CTA is straightforward and low-commitment.
Section we love
·Contact
1Three alternative paths above the form: direct email teemu@evergreen.so, schedule a demo, and the help center
2G2 logo with a five-star rating sits just below the form to reinforce credibility at decision point
3Compact four-field form (name, email, company, message) keeps the ask light
4Letting visitors email a founder directly signals a small, responsive team
03
Back Market, The trusted marketplace for refurbished tech.
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
“Consumer sustainability positioned as a smart purchase. Back Market makes refurbished tech feel premium with strong CTAs and a marketplace story that elevates the green choice.”
What makes this page stand out
"Where the world shops refurbished tech" sub-headline claims global marketplace leadership in the refurbished electronics category
Four-pillar Back Market Promise (best-in-class refurbishment, up to 100-point quality inspection, free 30-day returns, 1-year warranty) systematically eliminates refurbished purchase anxiety
17M+ customer reviews and 4.5+ star ratings provide extraordinary social proof at scale
"Get $15 off your first order" email signup offer creates an immediate conversion incentive for new visitors
Section we love
·Navbar
1The open mega-menu surfaces product categories (iPhone, Samsung Galaxy, Google Pixel) as tappable image cards
2The Categories dropdown leads with rich device photography that turns navigation into a visual shopping aisle
3A prominent search bar (Search for PlayStation) sits front and center for utility-driven browsing
4The Good to know rail spotlights Trade-in and Exclusive deals right inside the open menu
5A See all link gives shoppers a fast escape hatch to the full category index
04
Too Good To Go, Save food, save money, save the planet.
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
“Environmental impact through consumer convenience. Too Good To Go combines food waste reduction with an effortless user experience, using how-it-works sections that make sustainability feel easy.”
What makes this page stand out
Four-step app workflow (Discover → Reserve & Pay → Pick up → You've rescued food) makes the user experience immediately understandable
"Enjoy good food at ½ price or less" quantifies the consumer value proposition in undeniable terms
180,000+ business partners (Aldi, Greggs, Morrisons, Starbucks, Burger King, Pret, GAIL's, Krispy Kreme) provide massive brand-name social proof
Surprise Bags concept creates a gamified, treasure-hunt experience that drives engagement and repeat usage
Section we love
·Navbar
1The Download app CTA stands out as a white rounded pill against the dark bar, the clear primary action
2The open About menu groups links into three columns (The app, About us, About food waste)
3Utility navigation is dense up top (a Food nearby search, MyStore account link, EN-GB language switcher)
4The dropdown answers real questions (How does the app work, How to collect a surprise bag) right in the nav
5A separate Sign up as Business link splits the B2C and B2B audiences before the menu even opens
See how your page compares to the 55.2 average page score
Run a diagnostic on your ESG page and get a section-by-section breakdown of what to fix first to improve clarity, trust, and impact proof.
Design patterns we see across high-performing ESG pages
Across 4 ESG pages reviewed, the pages that convert tend to make the first screen do one job: name the sustainability outcome and show the product making it measurable.
The strongest patterns pair clear outcome claims with product visuals that feel real, then back those claims with impact metrics and enterprise client examples. Sustainability website design works best when it bridges the gap between mission-driven messaging and concrete product value. Use website section examples to compare how these building blocks show up across page types.
1Two paired value props: Essential Compliance Frameworks and Proven Business ROI, each in its own panel
2ROI panel shows hard metrics: -52% carbon management costs and -80% time spent on Carbon Accounting
3Framework logo grid (ISSB, TCFD, CDP, Science Based Targets) visually backs the compliance claim
4(Access the study) link gives prospects a deep dive into the proof behind the ROI numbers
Reviewed design-pattern pick from Greenly’s value proposition section.
What I love about this section
Two paired value props: Essential Compliance Frameworks and Proven Business ROI, each in its own panel
ROI panel shows hard metrics: -52% carbon management costs and -80% time spent on Carbon Accounting
Framework logo grid (ISSB, TCFD, CDP, Science Based Targets) visually backs the compliance claim
(Access the study) link gives prospects a deep dive into the proof behind the ROI numbers
Overlooked sections that quietly drive clarity and trust
In this set, how-it-works and resource sections often do more conversion work than teams expect: they shape product understanding, explain the measurement methodology, and help buyers evaluate fit before committing.
The biggest gaps usually appear where the page should explain how the platform actually measures or reports on sustainability outcomes. When those sections are thin, enterprise buyers stall because they cannot verify the methodology.
4Original assets like The Definitive Guide to Sustainability Regulations position Greenly as a category expert
5See all our Resources button plus carousel arrows route visitors deeper into the content library
Reviewed overlooked-section pick from Greenly’s resources section.
What I love about this section
Two guide cards use Download the free guide CTAs with download icons, a clear gated lead capture path
Newsletter card with Subscribe now captures emails for a 5-minute monthly sustainability briefing
Every topic (climate strategy, sustainable procurement, regulations) maps tightly to Greenly's carbon platform buyers
Original assets like The Definitive Guide to Sustainability Regulations position Greenly as a category expert
Use the examples below as prompts for what to standardize, not just what to redesign.
Checklist: a practical audit for ESG website design
If you are iterating on an ESG homepage design, this checklist helps you spot missing sections and messaging gaps quickly, especially around Cta, Value Proposition, and Footer.
Run it on your current page, then decide what to rewrite, what to reorder, and what proof to add before you touch visual polish. For a faster baseline, you can also try our landing page audit.
Interactive quiz
What would your ESG homepage score?
Question 1 of 5
0%
Can an ESG buyer identify what you do in under 5 seconds?
"Carbon accounting for mid-market companies" beats "building a sustainable future together."
Reviewed by
Gabriel Amzallag , Founder, Web Anatomy
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
Quick answers based on our ESG website benchmark dataset.
What are the best ESG websites?
[01]
The strongest performers in this April 2026 benchmark are Greenly, Evergreen, Back Market, and Too Good To Go. Each escapes the virtue-signal trap differently: Greenly treats carbon accounting as a measurable workflow, Back Market makes refurbished tech feel premium, and Too Good To Go leads with consumer convenience. Across 4 ESG homepages scored against 60+ criteria, these pages convert because the outcome is visible, not aspirational.
What makes ESG websites harder to convert than other B2B pages?
[02]
ESG pages balance mission-driven messaging with concrete product value, and the ones that convert tilt hard toward concrete. Across 4 homepages reviewed, the pages that convert show the workflow: Greenly pairs compliance language with a carbon accounting dashboard, Evergreen signals enterprise buying with specific outcome metrics, and Back Market reframes sustainability as a smart purchase rather than a sacrifice.
What is the biggest design mistake on ESG homepages?
[03]
Leading with aspirational sustainability language while delaying concrete product workflows and measurable impact proof. The average page in this April 2026 benchmark scored 55.2. Top performers replace mission statements with proof: Greenly shows the carbon measurement workflow, Back Market quantifies the refurbished marketplace, and Too Good To Go demonstrates impact through effortless user behavior. Buyers need to see the measurement, not the pledge.
What sections should an ESG homepage include?
[04]
A hero that names the sustainability use case in plain operational terms, an early trust layer with impact metrics, certifications, or client logos, a product workflow preview (carbon dashboard, marketplace interface, or reporting output), and a CTA that matches the buyer's evaluation process. Greenly stacks these cleanly for enterprise; Too Good To Go stacks them cleanly for consumer. Across 4 homepages, pages that skip the workflow preview convert least.
How many ESG examples do I need to review before redesigning?
[05]
Three to five is enough if you pick by ESG positioning. Only 13% of homepages in this benchmark score in the top tier, so the gap is concentrated in a few blocks. Study Greenly for enterprise carbon accounting, Evergreen for outcome-first messaging, Back Market for sustainability-as-premium, and Too Good To Go for consumer-convenience framing.
Where can I find great inspiration for my ESG website?
Use a structured rubric that checks clarity, trust, and friction instead of relying on subjective feedback. Run your page through the landing page analysis for a section-by-section score against the same 60+ criteria used in this benchmark.
