Why it matters
A "Not secure" warning next to your brand name ends visits before they start, and forms on insecure pages expose whatever people type. Google also uses HTTPS as a ranking signal. There's no modern argument for skipping it.
How it works
A certificate proves the site is who it claims, and the connection is encrypted end-to-end. Modern platforms (and Cloudflare-style services) issue and renew certificates automatically: expired-certificate outages are a self-inflicted wound from manual setups.
What to do about it
Check for the padlock on every property you run, including old campaign microsites. Ensure the insecure version redirects to the secure one, and that renewal is automated.
