In short, SSL (a secure socket layer) is the best way to show your audience or potential clients that you operate a website that can be trusted but there is also even a little more to it than that now. This is key for a few reasons; One, would you give someone your personal data if you didn’t trust them? Probably not and it’s likely that you want some of your visitor’s details, whether it be their email address for future marketing or even card and bank info for making payments. Two, some browsers flag your site as being ‘Not Secure’ and this is something that users absolutely do take notice of, in fact a HubSpot survey has suggested that over 80 percent of users would leave a ‘Not Secure’ web page all together let alone avoid giving it their details. This means less leads, visitors and potential sales or coverage for your business. Last, but most definitely not least, as of October 2017 Google have got onboard with the need for SSL and when Google make changes you definitely need to pay attention if you want your digital marketing to stay ahead of the game.
Google’s recent changes see their browser Google Chrome cracking down on sites that do not have an SSL certificate on their site. This will mean that any potential customers or users will get warning from Google Chrome telling them that your site is not secure. For the time being, this only applies to sites that directly as for information, so if your site has any kind of form or checkout then it would apply to you directly. This is most definitely a turn off for visitors to your site and SSL is certainly gaining more media coverage and there is an increased awareness from the public about online safety. You might have seen the quirky toy robot add pointing out the need for the ‘green lock symbol’ before they hand over any personal info to ‘dodgy’ sites and this is exactly the kind of awareness that your target audience will take notice of.
In addition, it is very likely that in the near future Google will go one step further and apply the same logic to all sites that do not have SSL. On top of this if Google is telling your potential users that you aren’t safe then that means they don’t trust you either and if they don’t trust you, guess what that means? That’s right, lower rankings in the search engine stakes, so you’ll be dealt a double whammy of negativity around your site which can directly reflect not only on sales but also your brand.
I’m going to assume, that you’ve realised that there are some pretty good reasons to make a fuss about SSL on your site and move away from the warnings into the solutions. So, here are two areas for you to think about so that you can avoid the ‘Not Secure’ trap…
Know why you need SSL: Hopefully the above has helped explain why you need it but here is another way of looking at it to; SSL is a way of encrypting the data you and your customers put on to your site, having an SSL certificate makes it much more difficult for the information to get into the wrong hands.
Decide how you will get SSL: For some of you website whizz’ out there, it may be possible for you to add SSL certificates yourself but in all honestly it’s most likely that you need to talk to your site developer or enlist the help of a web company.