All websites need to prioritize security. Yet I still see sites running on plain HTTP instead of HTTPS (Hypertext Transfer Protocol Secure)—which is no longer optional. Modern browsers label non-HTTPS pages as “Not secure,” some features won’t work without HTTPS, and users are far less likely to share data on sites that aren’t protected.
If you’re not on HTTPS today, change that immediately. Thinking it’s “not necessary” is a mistake that hurts trust, conversions, and visibility in search.
The truth is, security and performance are linked. HTTPS enables newer protocols (like HTTP/2 and HTTP/3) that can make pages load faster, and virtually every reputable website uses HTTPS. Treat it as a hard requirement for your site.
For years, users have been reluctant to convert on sites that aren’t secure, and many won’t browse them at all. That behavior has only intensified as scams and data theft have grown more sophisticated.
Today, consumers and software vendors expect secure connections by default. Major browsers have long flagged non-HTTPS pages as “Not secure,” and Google has treated HTTPS as a ranking signal for years. If search traffic matters to you, shipping a secure site is part of the job.
Plus, with cybersecurity attacks more common and automated than ever, it’s critical for businesses of every size to protect their visitors and their own data. “It won’t happen to me” is wishful thinking.
HTTPS has become the default on the modern web—and users notice when it’s missing.
Although adoption is widespread, some large, high-traffic sites still lag behind. Older reports (like this one from Avira) showed notable gaps among top domains. If you’re still on the fence, use that as motivation to get your own house in order rather than a reason to delay.
If you’re not yet using HTTPS, this guide covers what it is, why it’s non-negotiable, and how to enable it properly on your website.
Remember: website security is about trust. If people don’t feel safe, they won’t buy, sign up, or come back.
HTTPS helps earn that trust.
What is HTTPS?
Hypertext transfer protocols define how information moves between a website’s server and a visitor’s browser.
When someone visits a URL, their browser opens a connection to the site’s server and requests the files needed to display that page.
With basic HTTP, that exchange happens in the clear—anyone on the network could potentially read or tamper with it. That exposes passwords, form submissions, and other sensitive data.
HTTPS makes the same exchange private and tamper-resistant by using TLS (the modern successor to SSL) encryption. During a quick “handshake,” the browser verifies the site’s digital certificate and negotiates an encrypted session so data can’t be read or altered by eavesdroppers.
The system relies on two keys (plus a short-lived session key behind the scenes):
- Public key. Used to initiate a secure connection to the server identified by its certificate.
- Private key. Held by the site owner; used to prove identity and decrypt information intended for the server.
Encryption protects confidentiality, while the certificate provides authentication (you’re talking to the real site) and integrity (data isn’t altered in transit).
As pages load, browsers check the certificate chain and signature to detect tampering. That helps prevent attackers from intercepting logins, locations, payment details, and other personal data.
Why HTTPS is Mandatory
HTTPS isn’t a “nice to have.” It’s essential if you want your website to be trusted, fast, and findable—especially if you accept payments, collect personal information, or run any kind of form.
Beyond trust, HTTPS unlocks performance features and protects your brand. Here are the biggest benefits.
User security
Without HTTPS, attackers can snoop on or modify traffic between a visitor and your site. That puts both your infrastructure and your users at risk.
Your first responsibility is protecting visitors. No one should have their data stolen because they filled out a form or checked out on your site. A breach damages users, erodes your reputation, and creates legal and financial exposure that far outweighs the small effort to deploy TLS.
This is non-negotiable if you collect sensitive information like names, addresses, and credit card data. And even if you’re not processing payments, some data types carry additional obligations. For example, collecting health information without proper safeguards could put you at risk of violating regulations such as HIPAA.
Trust
People need to trust your site to engage. Modern browsers highlight connection security, warn on non-HTTPS pages, and make it obvious when a page isn’t protected. Those warnings crush conversion rates.
Google Chrome, Safari, and Firefox all caution users when a page is served over HTTP. Chrome also updated its interface so the old “lock” icon is no longer the primary trust cue; instead, users can open the site information panel to review connection details. Either way, an HTTP page carries a clear “Not secure” label that scares people off.
Above is the kind of interstitial Chrome users may encounter when a site isn’t properly secured. Most won’t proceed—which means most won’t buy or subscribe.
Safari users see similar warnings for unsecured connections and mixed content issues.
Firefox also blocks or warns on pages with insecure forms and authentication, further reducing the odds that a visitor will continue.
These alerts are designed to stop users from proceeding. Removing that barrier with HTTPS directly improves your ability to acquire leads and sales.
HTTPS restores confidence by proving the connection is private and the page hasn’t been altered in transit.
SEO
Before changing your site, you should understand how it affects SEO. Google has treated HTTPS as a ranking signal for years, and it can act as a tiebreaker between otherwise similar results. In competitive niches, that small edge matters.
In addition, some modern search features and browser capabilities assume HTTPS. Migrating correctly also prevents crawling and indexing issues that can occur with duplicate HTTP/HTTPS versions or mixed content.
Bottom line: migrating from HTTP to HTTPS helps protect users and can improve visibility. Do it right, and you’ll avoid temporary ranking dips and reap long-term benefits.
Lead generation and conversions
Trust and conversions go hand-in-hand. If your site isn’t using HTTPS, many users won’t submit forms—sometimes not even an email address—because they worry the data could be intercepted or misused.
HTTPS reduces that friction. Visitors are far more likely to complete sign-ups and checkout when they see a private connection and a clean browser security panel—especially on payment pages and account dashboards.
Here’s an example of a secure payment page from the Oakley website.
In modern browsers, you’ll see connection details in the address bar’s site information panel. Users can confirm the connection is private and that passwords and credit card data are transmitted securely.
That added confidence removes a major barrier to completing purchases and lead forms.
How to get HTTPS for your website
Now that you know why HTTPS matters, here’s how to enable it the right way.
You don’t need to be a security engineer to set this up, but you do need to follow a few best practices so you don’t create redirect loops, duplicate content, or mixed content issues.
Handle these four steps today:
Step #1: Get an SSL/TLS certificate
Start by obtaining a certificate (often called an “SSL certificate,” though TLS is the current standard). You can purchase one from providers like SSLs.com or NameCheap at low cost, and many hosts and CDNs include basic certificates for free as part of your plan.
The best web hosting services typically provide free, auto-renewing certificates and one-click HTTPS. That’s ideal for most sites.
Some organizations still choose organization-validated (OV) or extended-validation (EV) certificates for procurement or compliance reasons. Just know that modern browsers no longer display special UI for EV, so choose based on your actual requirements rather than perceived “SEO boosts.”
If you manage multiple subdomains, ensure your certificate covers the correct hosts (e.g., a wildcard for *.example.com or individual SAN entries).
Step #2: Install the certificate
Next, configure your server and install the certificate. Many hosts do this automatically; if not, a developer should complete the install and enable TLS versions and ciphers recommended by your platform.
Unless you’ve done this before, don’t wing it. Misconfiguration leads to outages and security gaps. Also confirm automatic renewal is in place—expired certificates break your site and trigger browser errors.
Website builders and ecommerce platforms usually include HTTPS by default. Wix, Squarespace, Weebly, Shopify, and BigCommerce, for example, provision certificates for you so you don’t have to buy or install anything manually.
Step #3: Check for errors
After installation, verify every page. The most common issue is “mixed content,” which occurs when an HTTPS page loads images, scripts, or styles over HTTP. Those requests can be blocked or downgraded, breaking functionality and trust.
Fix mixed content by updating hard-coded http:// URLs to protocol-relative or https:// versions, updating CDN origins, and replacing old embeds. Also set a sitewide 301 redirect from HTTP to HTTPS, update canonical and hreflang tags to point to HTTPS, and test forms, logins, and third-party scripts.
For extra protection, enable HSTS (HTTP Strict Transport Security) so browsers automatically use HTTPS for your domain, and consider a Content Security Policy to block or auto-upgrade insecure requests. If you hire an IT pro, discuss remediation for mixed content and HSTS before you purchase or install the certificate.
Step #4: Notify Google
Be proactive in Google Search Console. Ensure your verified property includes your domain and that your sitemap lists HTTPS URLs. Submitting an updated sitemap speeds up re-crawling and helps prevent duplicate indexing across HTTP/HTTPS versions.
Google will crawl your HTTPS pages and re-index them. Temporary ranking fluctuations are normal during a migration, but sites that implement redirects and sitemaps correctly typically recover and often improve once re-indexing completes.
While you’re at it, update analytics and marketing tools to reference your HTTPS URLs, and double-check robots.txt, canonical tags, and any hard-coded links in templates or plugins.
Going Beyond HTTPS
HTTPS is the baseline. Strong site security also depends on your hosting, software hygiene, and operational practices.
If you want defense in depth, focus on the areas below:
Choose a safe web hosting provider
Security starts at the host. Research providers for network-level protections, Web Application Firewalls (WAF), DDoS mitigation, malware scanning, isolation between accounts, and routine backups.
Shared hosting is cost-effective but places many sites on a single server, which can increase exposure. If uptime and isolation matter, consider Cloud, VPS, or dedicated plans with stronger resource and security guarantees.
Ask about 2FA for control panels, backup restoration SLAs, and automatic patching at the OS and web server layers.
Secure your personal and work computers
Compromised laptops lead to compromised sites. Use reputable endpoint protection, keep operating systems patched, and scan regularly for malware, adware, and suspicious extensions.
Adopt a password manager, enable multi-factor authentication everywhere (hosting, CMS, DNS, payments), and train your team to spot phishing—one bad click can hand over your admin credentials.
This isn’t a one-time setup. Keep defenses current and audit access regularly, especially for contractors and former employees.
Keep everything updated
Update your OS, antivirus, CMS, themes, and plugins on a schedule. Most successful attacks exploit old software with known vulnerabilities.
On WordPress, that includes staying current with PHP versions, removing abandoned plugins, and enabling automatic updates where possible. If you rely on developer packages (like npm or Composer), review dependency updates and security advisories.
Attackers automate scans for outdated sites. Staying patched closes the door before they try the handle.
Leverage good security plugins
Your CMS likely offers security plugins that add firewalls, brute-force protection, malware scanning, and hardening tools. These help monitor activity and block common attacks before they land.
Go deeper: If you use WordPress, we have a guide to the best WordPress security plugins. Use them to build layered defenses against malware, spam, and bots.
If you don’t use WordPress, check your CMS’s marketplace for reputable options. Paid tools often include priority updates and support—well worth it for business-critical sites.
Regularly backup your website
Even strong defenses can fail. If your site is compromised, a recent backup is often the fastest way to recover.
Schedule automatic backups, store copies off-site, and test restores so you’re not learning under pressure. Keep multiple restore points in case you need to roll back beyond the first sign of trouble.
Conclusion
Every website should run on HTTPS. It protects users, unlocks modern performance features, and removes scary browser warnings that kill conversions.
If you’re serious about growth—especially in ecommerce—don’t give visitors a reason to bail. A secure connection is table stakes, and competitors who take security seriously will win trust and business you could have earned.
The good news: enabling HTTPS is straightforward. Get a certificate (or use your host’s free option), install it correctly, fix mixed content, implement redirects and HSTS, and submit your HTTPS sitemap in Search Console. A careful migration pays off quickly.
Once you’ve switched, monitor renewals, keep software updated, and maintain backups. With those basics in place, you’ll have a secure foundation you can build on with confidence.