You’ve got a website for your business. You’re probably like a lot of website owners, some people will fill out your contact form, and occasionally you’ll get someone to download a whitepaper or a case study from your site.

Then all of a sudden it stops. Nobody is filling out any of the forms on your site. You probably don’t even realize it’s happing right away. It seems strange because you haven’t done anything to the site, lately. Why did everything just stop?

Google not secure alert

You take a look at your site and it’s still up. Seems to be working OK. Then, all of a sudden you notice a small icon in the address bar of your browser. You don’t remember seeing that before. So, you start to do some investigating (again, more time was taken away from what you should be doing). What you find is that this is the icon that Google has started showing on website’s that aren’t secure.

Why Is This Reducing My Conversions

Your next question is probably how this has anything to do with the number of people putting their information into the forms on your website. Directly, having a non-secure site (HTTP) is not going to stop the forms on your site from working. But not having a secure site (HTTPS) will undoubtedly spook the visitors to your site to the point that they are not going to give you their personal information when there is a warning alerting them to the fact that your site is not secure!

And, make no mistake, Google is doing everything that it can to make sure that the visitors to your site, and every website, know if the sites that they are visiting are secure or not. In fact, Google first started telling us how important secure sites are, back in September of last year, saying

“To help users browse the web safely, Chrome indicates connection security with an icon in the address bar.”

Well, it looks like they’re following through on their statement.

Yeah, but it’s just in Chrome

Yup, that’s right…for now. You can bet that the other browsers are going to follow suit. In fact, there are already rumblings that Firefox is going to start warning users of nonsecure websites in one of its upcoming update releases. Oh, and in case you still think it’s not a big deal because it’s only Chrome that is setting the alert? Chrome just happens to “own” the browser market:

Ok, I’m a believer, how do I change my site

Unless you have someone on staff that is a developer or you’re pretty familiar with website structure, I’d suggest that this is not a very good DIY project. There’s a lot to it on your server side and within the code of your site. But, don’t let that stop you from getting it done. Make this a priority for the 4th qtr and keep your website healthy.