If your website still uses HTTP instead of HTTPS, you’re not just behind the times—you’re putting your business, visitors, and brand at serious risk.
Over the past several years, Google has been steadily pushing for a more secure internet – rewarding secure websites – and warning users about the dangers of unencrypted browsing. Today, HTTPS is more than a recommendation—it’s a requirement.
In this post, we’ll break down:
• The difference between HTTP and HTTPS
• Why HTTPS matters for security and SEO
• How Google penalizes non-secure websites
• Steps to migrate your site to HTTPS
• The bottom-line impact on your bran
HTTP vs. HTTPS: What’s the Difference?
HTTP: The Unsecured Standard
HTTP (Hypertext Transfer Protocol) enables communication between your browser and a website, but transmits data in plain text. This means anything users type—like passwords or credit card numbers—can be intercepted by hackers.
HTTPS: The Secure Upgrade
HTTPS (Hypertext Transfer Protocol Secure) adds a layer of encryption via TLS (Transport Layer Security). It ensures all data transferred between your site and users is private, authenticated, and protected from attackers.
Think of HTTP like sending a postcard—anyone can read it. HTTPS is the sealed envelope.
Before encryption:
After encryption:
Why HTTPS and Your Brand: Why it’s Essential in 2025
1. Google Requires It
Back in July 2018, Chrome 68 began labeling all HTTP pages as “Not Secure.” Later versions went further by warning users or blocking unsafe downloads from even partially insecure (mixed content) pages.
Google’s HTTPS rollout included:
• Chrome 84: Warnings for insecure executable downloads
• Chrome 85+: Blocking unsafe content like .zip and .iso files
• Chrome 88+: Blocking all mixed content downloads
2. HTTPS Improves SEO
Google made HTTPS a ranking signal as early as 2014. While not the strongest ranking factor, HTTPS can give your site a competitive edge, especially when combined with high-quality content.
3. Better Performance with HTTP/2
Modern HTTPS supports HTTP/2, which includes:
• Multiplexing (loading resources simultaneously)
• Header compression
• Faster data transfer
The result? Secure pages that also load faster than their HTTP counterparts.
4. HTTPS and Your Brand: Build Trust with Visitors
84% of users say they would abandon a purchase if data was sent over an insecure connection.
Browsers now clearly display warnings when a site lacks HTTPS—and that visual cue destroys trust. On the other hand, the padlock icon builds confidence and shows users they’re safe.
5. It’s Required for Compliance
If your site handles:
• Payment data
• Login credentials
• Personal or financial info
…then HTTPS is mandatory under PCI DSS (Payment Card Industry Data Security Standards).
HTTPS Adoption is Now the Norm
Google’s latest transparency data shows:
• Over 90% of Chrome traffic on macOS and Chrome OS is protected
• More than 80 of the top 100 websites use HTTPS by default
Risks to Your Brand for Ignoring HTTPS
Still using HTTP? Here’s what you’re risking:
• Browser warnings that scare away users
• Lower search rankings
• Data breaches from unencrypted data transfer
• Lost conversions and trust
• Non-compliance fines
It’s no longer about being ahead—it’s about not being left behind.
How to Migrate to HTTPS in 6 Steps
Switching to HTTPS is easier than ever. Here’s how:
Get an SSL/TLS Certificate – Use a provider like Let’s Encrypt for free certificates.
Install It on Your Server – Your hosting provider may help with setup.
Redirect HTTP to HTTPS – Use 301 redirects to keep SEO intact.
Update Internal Links and Assets – Ensure all images, scripts, and styles use HTTPS.
Update Your Sitemap and robots.txt – Reflect the new HTTPS URLs.
Test and Monitor – Use tools like:
• SSL Labs Test
• Why No Padlock?
HTTPS and Your Brand: Secure Sites Win
In today’s digital world, security is a core part of your brand. With data privacy, search engine performance, and customer trust all on the line, there’s no excuse to delay the switch.
Whether you’re running an eCommerce store, a blog, or a corporate site, HTTPS is no longer optional—it’s the foundation of your online presence.
For a free HTTPS consultation fill out the Contact form at the bottom of this page. See how we have helped our clients here.
We are on Instagram! Follow us here to stay up to date the latest branding and marketing news.