What do you think is the secret to attracting and converting prospects to paying customers? Tailoring services to their preferences? Or maybe it’s targeted marketing messaging?
In today’s complex business world, the answer isn’t so straightforward. However, at the root of customer conversions is one word: trust. When people trust your brand, they’re more likely to buy from you.
Every form of marketing interaction is aimed at building trust, and that brings me to website security–the central focus of this blog post.
In a world riddled with cybercrime, a secure website isn’t all about keeping hackers out. Actually, it’s more about protecting your customers. It’s about showing them that you prioritize their digital safety and will take the necessary steps to keep their data safe from malicious actors, thereby earning their trust.
But that’s only one angle of the conversation. In this article, I’ll share three ways website security helps you convert prospects to customers:
1. Fostering Trust and Credibility
Imagine clicking the link to a company’s website, and you’re greeted with the “Your connection is not private” message. I’m pretty sure you’ll hit the back button within milliseconds.
Now, put your customers in the same scenario, and their reaction wouldn’t be any different. The truth is that your prospects take online security seriously.
However, despite their personal vigilance, they won’t deliberately stay in online spaces that put them at risk.
Your brand might sell top-tier products backed by high-speed delivery and responsive customer support, but if it’s not secure, no one will stick around long enough to explore your services because browsing your website threatens their online safety. Even if your visitors use a VPN for Macbook Pro, they won’t spend a long time on a site they deem to be unsafe.
In contrast, a secure website gives your customers the assurance that their data is safe with you. It also strengthens your brand reputation by showing them that you’re credible and trustworthy.
2. Contributes to Your SEO Efforts
Your customers aren’t the only ones concerned about the security of your site. Google considers it a big deal too, and it influences how they rank websites on search result pages.
To put it simply, you might find your website at the bottom of search rankings if features like HTTPS are missing.
However, it’s not only the absence of these features that can impact your SEO efforts. When customers leave your site due to the lack of security measures, it increases your bounce rate— a metric that signals to Google that you’re not providing a positive user experience for online audiences.
As such, you’ll rank lower on SERPS and lose out on significant organic traffic.
3 Better Website Performance
Poorly secured websites are a target for malware and DDoS attacks. These digital infections can lead to issues like slow load times and website crashes.
Your site’s lingering poor performance further affects the user experience of visitors, resulting in reduced engagement and lower rankings.
In other words, by investing in website security, you’re safeguarding your online platform from cyber attacks that can shut down the site and lead to downtime. A safe website guarantees better performance, enhanced user experience for your visitors, and increased engagement.
Conclusion
Top-tier website security isn’t all about preventing cyber attacks. A safe website earns your brand the trust of your customers, as it proves your commitment to keeping their online activities safe.
Beyond this, investing in website security also influences your search engine rankings positively and leads to higher organic traffic.
Not to mention, it can improve user experience, which directly results in increased engagement and more conversions.
