Latest Google Chrome updates now shows visitors a ‘Not Secure’ message in the URL if a website is not https (i.e. no SSL certificate). If the website isn’t secure, visitors are more likely to refrain themselves from entering personal details, making purchases or even signing up for email updates.
Google also ranks websites without an SSL certificate lower on the search results page (SERP), affecting SEO efforts, traffic as well as the revenue at the same time.