Would you buy things from a store with a broken lock?
You probably wouldn’t— even if the products were wonderful and the prices were low. A broken lock conveys one strong message: this place is not safe.
That is the exact message your website is conveying when the visitors of your site see “Not Secure” written in their browser.
What is the SSL/HTTPS Lock?
The ever so small padlock icon that is seen alongside a website’s URL symbolizes SSL (Secure Sockets Layer), which is now more correctly called HTTPS. To put it simply, SSL secures the data that is being exchanged between your site and its users
Encryption implies:
- The information is not easily readable nor can it be taken by the intruders
- The data that is sent through the forms remains confidential
- The login details, emails, and messages are safe
The majority of users think that SSL is only needed for online payments, but this is a very dangerous fallacy.
SSL Not Only for Payments
Regardless of whether your website:
- Sells nothing
- Asks for no credit card details
- Is merely “informational”
You need SSL nevertheless.
The question is?
Simply because users share information through various means which they do not recognize:
- Using contact forms
- Via email subscriptions
- Through login details
- By means of session data and browsing behavior
The information can be intercepted without SSL. Browsers are aware of this— and that is the reason they instantly alert users.
Online Trust Is Everything
If a user comes to your website and sees “Not Secure,” they do not read any explanations. They do not ask any questions.
They simply go away.
Research has repeatedly found that users:
- Quickly leave websites rated insecure
- Avoid completing forms on “Not Secure” pages
- Are less inclined to come back
In the current digital era, trust equals money. The SSL lock is one of the quickest visual cues of your credibility that you can give.
Google Also Cares (A Lot)
This issue is not only about the users, it is about being seen.
Google has made it clear that HTTPS is a factor in the ranking of websites. The sites that do not have SSL:
Are pushed down in the listings
Get warnings in Chrome and other browsers
Are thought to be less reliable in previews
So in case your content is exceptional, your website can still lose a good amount of traffic just because it is without SSL.
No trust means no traffic and no conversions.
The Real Cost of “Not Secure”
There is one silent issue:
You might never find out how many people are leaving your site.
Potential visitors are not going to send you an email saying, “Your site seemed unsafe.”
What they will do is simply close the page and visit the competitor’s site.
These are the consequences:
The number of leads will be less
There will be a decline in sales
Marketing strategies will be unsuccessful
All due to the lack of a padlock.
Final Thought
A small padlock is indeed small, nevertheless, its impact is huge.
It assures your users’ safety.
It raises your prestige.
It is good for your position in the search engines.
And it has a direct impact on your turn over.
Right now, take a look at the URL bar of your browser.
If it reads “Not Secure”, you are not only exposing yourself to security risks but also silently losing trust, traffic, and sales every day.
