Posted on October 26, 2026 by Markus

Picture a customer about to fill in your contact form. Their browser flashes “Not secure” next to your web address. Do they carry on, or do they close the tab and call the competitor whose site looks safer? For many people, it’s the second option.

This article explains in plain English what an SSL certificate is, why Google and web browsers care so much about it, and how to make sure your site has one at no extra cost.

What is an SSL certificate?

SSL (strictly speaking, its modern version is called TLS, but everyone still says SSL) encrypts the connection between a visitor’s browser and your website. Without it, information sent through your site, such as names, phone numbers, email addresses and passwords, travels in plain text and could be read by someone on the same network, for example on public Wi-Fi in a coffee shop or airport.

With SSL in place:

• Your web address starts with https:// instead of http://.
• Browsers show a padlock or similar secure indicator.
• Data sent between your visitor and your site is encrypted.
• Visitors can be confident they’re connected to your real domain.

Why Google cares about SSL

1. It’s a ranking signal

Google has publicly said that HTTPS is a ranking signal in its search results. It’s a lightweight one compared with good content and relevance, but when you’re competing with other local businesses for the same searches, there’s no reason to give anyone an edge.

2. Chrome warns visitors about non-secure sites

Google’s Chrome browser labels pages that aren’t served over HTTPS as “Not secure”. Other major browsers do something similar. That warning appears right next to your business name in the address bar, and it’s a trust-killer.

3. Google wants a safer web

Google has pushed for years for the whole web to move to encryption. Sites that follow that direction fit what Google wants to show its users.

Why your customers care

Most people don’t know what SSL means, but they do recognise warnings. A “Not secure” label makes your business look neglected or untrustworthy, even if everything else about your site is excellent. For any site with a contact form, login or checkout, SSL isn’t optional any more.

It also matters under POPIA. If your site collects personal information, encrypting it in transit is a sensible, basic step in protecting that information.

Free vs paid SSL certificates: what’s the difference?

This is where many small business owners get upsold unnecessarily. There are three main types of certificate:

• Domain Validated (DV): confirms you control the domain. This is the type most free certificates are, and it provides the same encryption strength as paid DV certificates.
• Organisation Validated (OV): also verifies your organisation’s details. Sometimes used by larger companies.
• Extended Validation (EV): the most thorough checks, usually chosen by banks and large enterprises for their own reasons.

For a small business website, blog, portfolio or typical online store, a free DV certificate does the job. The padlock and encryption your visitors get are the same. Paid certificates mainly add organisation checks or warranties that most small businesses simply don’t need.

How to make sure your SSL is working

Step 1: Check the certificate is installed

In cPanel, open SSL/TLS Status. You should see your domain listed with an active certificate. All Grow Host plans include free SSL, so it should already be there.

Step 2: Make WordPress use https

In WordPress, go to Settings, then General, and check that both the WordPress Address and Site Address start with https://. If you installed WordPress after the certificate was active, this is usually already correct.

Step 3: Redirect http to https

Visitors who type your address without https should be sent to the secure version automatically. Many hosts and security plugins can switch this on for you.

Step 4: Fix “mixed content” warnings

If the padlock shows a warning, some images or scripts may still be loading over http. This often happens after moving an older site. A search-and-replace plugin can update old http links in your database to https. Always back up first.

Step 5: Don’t forget email

Email needs protecting too. All Grow Host business email hosting plans include free email SSL, so messages between your devices and the mail server are encrypted.

“Is SSL really necessary for a small site with no shop?”

Yes. Even a simple brochure site usually has a contact form, and browsers will still label it “Not secure” without SSL. When it’s included free with your hosting, there’s no reason to go without.

FAQs

Are free SSL certificates safe?

Yes. Free domain-validated certificates use the same standard encryption as paid DV certificates. The difference with paid options is extra organisation checks, not stronger encryption.

Why does my site say “Not secure” even though I have SSL?

Usually because some content still loads over http (mixed content), or because visitors aren’t being redirected to https. Fix the links and set up a redirect.

Do SSL certificates expire?

Yes. Free certificates have short lifespans, but on hosting that includes them they normally renew automatically. Check SSL/TLS Status in cPanel if you see a warning.

Does SSL make my website faster or slower?

For visitors, the effect is negligible on modern hosting and browsers. The trust and SEO benefits far outweigh any tiny overhead.