"HTTPS protects the privacy and security of your users
HTTPS prevents intruders from being able to passively listen to communications between your websites and your users. One common misconception about HTTPS is that the only websites that need HTTPS are those that handle sensitive communications. Every unprotected HTTP request can potentially reveal information about the behaviors and identities of your users. ."
"You should always protect all of your websites with HTTPS, even if they don’t handle sensitive communications. Aside from providing critical security and data integrity for both your websites and your users' personal information, HTTPS is a requirement for many new browser features, particularly those required for progressive web apps."
Google is sending this warning to would be visitors:
Who wants to go to a website that is not secure?
I don't know about you, but I wouldn't fill out a form if Google is warning me it is not safe.
Yes, this could kill your Lead generation.
You want to see this:
Peace of mind and trust are critical pieces of the customer experience.
A SSL certificate is a modest investment topromote trust and confidenceso visitors will enter your website and learn about your products and services.
Once you have decided to move forward with a SSL certificate, don't forget to let Google Analytics know you did this through the search console. It is really simple.Click herefor step by step instructions.
Still have questions about why HTTPS is really important for your website?
Here is some more information from Cyrus Shepard from Moz.
In addition to the security offered by HTTPS (which we'll discuss below) there are additional SEO benefits for marketers to take advantage of.
1. More referrer data
Whenever traffic passes from a secure HTTPS site to a non-secure HTTP site, thereferral data gets stripped away. This traffic shows up in your analytics report as 'Direct.' This is a problem because you don't know where the traffic actually comes from.
If you use HTTP, traffic from sites likeHacker Newsshows up as 'direct', because Hacker News uses HTTPS.
Fortunately, there's asimple solution:when traffic passes to an HTTPS site, the secure referral information is preserved. This holds true whether the original site uses HTTP or HTTPS.
As more and more sites make the switch, this becomes increasingly important.
2. HTTPS as a rankings boost
On one hand, Google has confirmed the ranking boost of HTTPS. On the other hand, with over 200 ranking, it's likely you'll find the effect of any ranking influence toremain quiet small.