You might be wondering: What does having a secure website have to do with marketing?
In a word: Trust.
When it comes to building relationships and making a good impression, few things matter more than trust. And with all the spam, malware and cybercriminals constantly lurking online, trust is an integral part of navigating the digital world, especially when users visit your website.
Website security has become an increasingly important part of the user experience, regardless of what business you’re in. Online security is one of those relationship building blocks you don’t really notice – until it’s not there.
If you don’t trust a company’s website, do you trust their product or service? Probably not. And, the more valuable the good or service that you provide is, the worse it looks to a user who has to hesitate to decide whether or not it is safe to proceed.
That’s why having a secure website isn’t just nice to have – it’s non-negotiable.
Start by ensuring your website has a secure server connection, indicated by a padlock icon on many browsers. This should eliminate any warning messages flagging the site as unsecured, which, according to this Real Business article, would have 64% of website visitors instantly hitting the back button.
It’s also important to remember that negative emotions have a serious impact on how your brand is perceived. This NY Times article references a study that found “bad impressions and bad stereotypes are quicker to form and more resistant to disconfirmation than good ones.”
So if visitors discover a website is unsecured, it makes a lasting negative impression. But if you establish trust from the very first moment they visit your website by taking steps to secure it, potential clients are far more likely to stay and explore your site and services.
According to marketing guru Seth Godin, marketing exists to create an emotional impact: “Marketers make change. We change people from one emotional state to another.” At Sparx, our aim is to make people feel safe, happy and delighted when they visit our website and the websites of our clients.
What emotions do you hope to evoke with your own site?
It’s an important question to consider. Because if your website security is an issue, it’s unlikely the end-user will be able to focus on anything else.
But if there is trust, then users can focus on using your website to learn about your products, your brand story, and ultimately feel confident referring their friends and loved ones to you.
Building on that foundation of trust, you can also more easily inspire positive emotional change in your customer, and provide better user experiences, which is exactly why your marketing team (or you if you’re on the marketing team) should prioritize securing your website.
Again, Seth Godin says it best: “The only asset you can build on the Internet is the connection to people. Connection, the idea that someone knows you, trusts you, and works with you, is not new.”
Providing excellent security lets website visitors browse with confidence and have trust in your company, and allows businesses to focus on providing a great experience.
If you’re looking to build meaningful connections with your clients, trust in the digital world isn’t just a premium, it’s a prerequisite.
The bottom line for owners and organizations who believe quality is an important attribute of their business: caring enough to secure your website communicates you care about your existing and potential customers.
At Sparx, our mission is to create content to make the world better – and a more secure online world is definitely better.
If you need help securing your website, creating great content, building experiences to delight your customers, marketing your business, or you simply have questions, the digital experts at Sparx Publishing Group are always available to chat. You can reach us here.