The padlock explained
An SSL certificate puts the padlock in the browser bar and turns http into https. It encrypts the connection so nobody can snoop on what visitors send you.
Why “Not secure” scares people off
With no valid certificate, browsers show a blunt “Not secure” warning — and most visitors leave at once. It also hurts your Google ranking.
“Not secure” costs you twice: visitors leave, and Google ranks you lower.
Certificates expire
A certificate isn't forever — it has an expiry date and must be renewed. An expired one can take a live site down overnight. (Our free site audit now checks your certificate's issuer and expiry — run yours anytime.)
Key takeaway
SSL = the padlock, encryption and https — and it only works while it's kept renewed.