What Does It Mean When A Website is Not Secure + How to Fix It?

When a website isn’t encrypted, any data sent between a visitor’s browser and the site can potentially be intercepted. This risk is even higher on public wi-fi networks, such as coffee shops, airports, or hotels, where unencrypted traffic is easier for attackers to monitor. That’s why modern browsers actively warn users before they interact with sites that aren’t secured.

What is a not secure website?

So, what does it mean when a website is not secure? Most web browsers alert users if they view insecure web pages by displaying a “Not Secure” warning. This indicates the web page is not providing a secure connection to visitors. When your browser connects to a website, it can either use the secure HTTPS connection or the insecure HTTP protocol. If a site’s URL begins with HTTP, it means the connection is insecure, which triggers the “Not Secure” warning.

Why do websites suddenly become not secure?

Websites can suddenly start displaying a “Not Secure” warning even if nothing appears to have changed on the surface. In most cases, the issue is caused by a technical change or oversight rather than an active attack.

Common reasons a website suddenly becomes not secure include:

• An expired SSL certificate immediately breaks browser trust and causes warnings

• Plugin or CMS updates that overwrite HTTPS or security settings

• Hosting changes or site migrations that remove or misconfigure certificates

• Mixed content, where new scripts, images, or embeds load over HTTP

• Outdated certificate chains that browsers no longer trust

Browsers like Google Chrome now label even informational websites as not secure when HTTPS is missing or misconfigured. Google has made HTTPS a baseline requirement to protect user personal data and prevent interception, regardless of whether a site collects sensitive information.

How do I tell if a website is not secure?

There are a couple of clear signs to identify if a website is not secure. One indicator is the "Not Secure" warning displayed in the browser’s address bar, often next to the URL. Search engines will typically also display a warning before taking a user to the domain, letting the user know they are attempting to visit a website that is not secure.

If a website's URL begins with "HTTP" instead of "HTTPS" before the domain name, it lacks proper encryption, putting your data at risk. It’s a good idea to check to ensure a secure connection before engaging with a site.

HTTP = not secure website

Websites using HTTP (Hypertext Transfer Protocol) are considered not secure. HTTP sites do not encrypt the data exchanged between the browser and the web server, leaving personal information vulnerable to interception by third parties. This lack of encryption can lead to security risks, especially when entering sensitive information like passwords or credit card numbers.

HTTPS = secure website

A website using HTTPS (Hypertext Transfer Protocol Secure) is considered secure because it encrypts the data shared between the user and the web server. HTTPS helps protect sensitive information, such as login credentials and payment details, from potential hackers. You can identify a secure site by looking for "HTTPS" in the URL in the browser's address bar.

How not secure website warnings look

Not secure website warnings can vary slightly by browser, but they are designed to catch a visitor’s attention before they enter information.

Example:
A visitor lands on a checkout or login page using HTTP instead of HTTPS. The browser displays a warning, and the user is advised not to enter passwords or payment information.

How common browsers display not secure warnings:

• Google Chrome: Displays “Not Secure” in the address bar and may block form submissions

• Safari: Shows a warning icon and prevents secure form actions

• Firefox: Displays a crossed-out lock or security warning near the URL

These warnings signal that the connection is not encrypted and that submitted data could be exposed.

How does this impact website owners?

For website owners, having a site that isn’t secure can have grave consequences, especially for small eCommerce stores.

Site security

A site that isn't secure puts sensitive data, such as personal information, passwords, and payment details, at risk. Without encryption, your website is more vulnerable to malware and cyberattacks, where hackers can intercept sensitive data, leading to potential breaches.

This risk is amplified when visitors access your site from public wi-fi networks, where unencrypted connections are more vulnerable to interception.

Online sales

Customers are far less likely to trust a website that displays a "Not Secure" warning, which can directly impact online sales. Shoppers may abandon their carts or avoid entering the website at all, leading to lost revenue and a decrease in conversion rates.

Brand reputation

Customers may perceive your business as untrustworthy or unprofessional if they see a security warning. This negative impression can spread, leading to a loss of credibility and customer loyalty, especially if security breaches or data theft occur. Research shows that if your customers’ confidential information gets compromised, 65% of them won’t return to your site.

SEO performance

Search engines like Google prioritize secure websites in their rankings, and HTTPS is a confirmed ranking signal. Websites without HTTPS may experience reduced visibility and lower organic traffic, especially as browsers warn users away from insecure pages. While insecure sites are not typically manually penalized, the presence of security warnings can negatively impact trust, engagement, and overall SEO performance.

How to fix an insecure site

If a website shows a "not secure" warning, there are several steps you can take to secure it.

Install an SSL certificate

The most important way to secure your website is by installing an SSL (secure sockets layer) certificate from a trusted Certification Authority (CA). This certificate establishes a secure, encrypted connection for site visitors and changes your URL to begin with HTTPS, indicating that your site is secure. Without an SSL issued by a reputable CA, browsers will flag your site as "Not Secure."

Installing an SSL certificate is only part of the process. Website owners must also ensure the site is actively using HTTPS across all pages, redirects, and resources. A certificate that is installed but not properly configured can still result in a “Not Secure” warning.

Make sure internal links point to HTTPS

Another necessary step is to update all internal links on your website to point to HTTPS. If your site links to internal HTTP pages, browsers may continue to flag it as insecure. Review and update any outdated links to ensure they're pointing to the secure version. It’s also ideal to only link to secure external sites.

Redirect HTTP URLs to HTTPS

Make sure that all HTTP URLs on your site are automatically redirected to their HTTPS counterparts. This can be done by configuring your web server to perform 301 redirects, ensuring that users and search engines always access the secure version of your site.

Update your XML sitemaps

Your website’s XML sitemaps should reflect the secure HTTPS URLs instead of HTTP. This helps search engines crawl and index the correct versions of your pages, improving both security and SEO.

Submit your website to Google Search Console

After making security updates, submit your website to Google Search Console to ensure that your changes are recognized. This will allow Google to index the HTTPS version of your site and confirm that the "Not Secure" warning has been resolved.

To submit a website to Google Search Console, first sign in or create an account at search.google.com. Then, click "Add Property," enter your website URL, and choose between the domain or URL prefix. Verify ownership by following the provided steps, such as adding a DNS record or HTML file to your website. Once verified, Google will start tracking your site's performance.

Partner with cybersecurity experts

For website owners, it’s crucial to partner with a reputable cybersecurity provider like SiteLock that offers end-to-end website security solutions. These include automated malware scanning and removal, vulnerability patching to address weaknesses in your site, and a web application firewall (WAF) to block malicious traffic.

Always remember to secure your site and understand how to identify any potential vulnerabilities it may have. If you're currently dealing with a hacked website, learn about SiteLock's website hack repair services for immediate help.