Has your law firm thought about how its website’s security can affect visibility, conversions, and brand recognition?

HTTPS is a great way to ensure that your firm is optimizing its site with the utmost protection at all times.

What is HTTPS?

HTTPS, also known as Hyper Text Transfer Protocol Secure, is the strengthened version of HTTP. HTTPS is defined as security protocol which guards the data sent between your browser and the website you are visiting. It adds an extra layer of protection for consumers to ensure sensitive information isn’t stolen by third parties.

How does HTTPS work?

In order to make a website secure, you need a secure sockets layer (SSL) certificate. This protects the data that is being transferred by converting it into a cipher so that it cannot be read by third parties.

The SSL certificate uses cryptographic keys to help authenticate the website’s identity and conceal data so it is illegible. When visiting an HTTPS website the SSL certificate is sent to your browser, creating a secure and unique connection between your browser and the website. An SSL certificate can be easily purchased online.

Reasons why your firm should make the switch:

1) Safety

As stated above, HTTPS keeps the information sent between the browser and the user secured. The SSL certificate keeps unwanted users from stealing and modifying the data that is passing between each other. For sites that contain places to enter details such as credit card information or other sensitive data, having this certificate is a must.

Consumers like to know that they are working with a credible and reputable law firm. With so many stories of stolen crucial information and data today, you have to be careful about the places you store your information. This is especially true for law firms who ask for contact information and case descriptions from potential claimants.

2) Search Visibility

High search rankings are one of the most important parts to having a successful website. In 2014, one of Google’s biggest updates was to state that HTTPS would now count as a ranking signal. It would account for an extremely small weight in the factors that are used to rank websites but would be expected to increase overtime.

A study done in April 2017 by Dr. Peter J. Meyers found that over 50% of page 1 results on Google used HTTPS. This was a 20% increase from the study that was conducted 9 months before where 30% of page 1 results had implemented the migration. Essentially, if you have secured your site with HTTPS and competing law firms in your area haven’t, you might outrank your competitors on Google.

3) “Not Secure”

You will also avoid the label reading “Not Secure” in the address bar. Sites that are not SSL Certified will now have the label appear when prospective clients fill out any contact forms online. This is not something you would want a client to see when coming to your site’s landing page. It could scare off business and lower the reputation of your firm in the community.

When your site is certified, consumers will see a green “Secure” label when filling out a contact form on your firm’s website. What better way to assure a consumer that your practice is trustworthy?

Improving Your Current Caseload

If you haven’t made the switch to HTTPS yet, do so as soon as possible! You may be losing potential clients every day if you have a “Not Secure” warning flashing across every page of your website.

You can also supplement your marketing efforts in the meanwhile. eGeneration is a leader in the digital lead industry. We offer Social Security disability, personal injury, workers’ compensation, and employment law leads. Call us today to discuss our product availability and pricing at 617.800.0089—we’d be happy to help increase your caseload while you work on your own digital marketing efforts.