An “Insecure” warning can cause a page to close before the customer has even read the offer. The WordPress SSL certificate It secures the connection, but an incomplete configuration can lead to a loss of trust, fewer enquiries and fewer phone calls.
The problem isn’t just about technical security. An SSL error can break a form, block a resource, cause endless redirects or display an inconsistent version of the website. Here’s what to check before you lose any more leads.
WordPress SSL Certificate: what does it actually protect?
SSL is a term that is still commonly used, even though websites now use more modern TLS protocols. The certificate enables the website to be served via HTTPS and protects the data exchanged between the browser and the server.
When a user fills in a form, submits an email address or enters details for a purchase, the encrypted connection reduces the risk of interception. The browser displays the padlock icon to indicate that the page is using HTTPS.
This does not, however, mean that the website is completely secure. The certificate does not address vulnerable plugins, weak passwords, malware, a lack of backups or uncontrolled administrative access. For this reason, security must include updates, monitoring and technical support.
For an SME, the certificate also has commercial value. A visitor who spots an error on the contact page doesn’t just think about the internet connection. They wonder whether the company is trustworthy, whether their details will reach their intended destination, and whether it’s worth leaving their number.
Many hosting providers include certificates such as Let’s Encrypt and allow for automatic renewal. The important thing is to check that the installation is complete and that every version of the website uses the same protocol.
To find out more about the relationship between online security and credibility, you can read this guide on advantages of an SSL-secured website.
WordPress SSL certificate errors that undermine trust
Mixed content: the most common problem
Mixed content occurs when a page is loaded via HTTPS but contains images, style sheets, fonts, scripts or external resources that are still being accessed via HTTP.
The browser may display an incomplete padlock icon or block certain resources altogether. The result is a distorted page, a menu that does not work, a form that does not open, or a missing graphic element.
The causes are often to be found in the database, the theme, the plugins or URLs entered manually in the editor. Google Fonts, advertising scripts, iframes and links to external services can also cause the error.
The Plesk guide on mixed content shows the type of check required to identify resources that are still being requested via HTTP.
Out-of-date WordPress URLs
In Settings > General, WordPress manages two addresses:
- WordPress address (URL)
- Website address (URL)
Both must use https://. If one stays on http://, WordPress can generate incorrect links, inconsistent redirects and duplicate paths.
The same check should be carried out in menus, widgets, images, Elementor templates and plugin settings. Simply changing the URL visible in the browser is not enough.
Certificate has expired or is installed on the wrong domain
An expired certificate causes errors such as NET::ERR_CERT_DATE_INVALID. If the certificate does not match the domain being visited, the browser may display an error relating to the site’s name, often referred to as ERR_CERT_COMMON_NAME_INVALID.
This happens following a domain change, a migration, an incomplete DNS configuration or a failure to activate the certificate for the version www and not non-www, or the other way round.
Before carrying out any work on the website, check the certificate directly in your browser and verify the expiry date, the domain it covers and the certificate chain.
Redirect loops and overlapping configurations
A plugin enforces HTTPS. The server also enforces HTTPS. The CDN applies a third rule. When these settings are incompatible, the browser may return an infinite redirect error.
The visitor does not see the website. They see an error page and leave. Before activating a security plugin, check the rules already in place on the hosting server, in the file .htaccess, in the CDN and in the WordPress dashboard.
A website may display the padlock icon but still lose contacts if the form loads an HTTP script.
When an SSL error becomes a business problem
A technical problem becomes a business issue the moment it prevents an action from taking place. The form won’t submit, the button doesn’t respond, the telephone number isn’t clickable, or a page freezes whilst loading.
On smartphones, the effect is even more pronounced. A user browsing on a mobile device has limited screen space, less patience and often arrives via a local search. If they come across a security warning whilst looking for a professional in Rome or a business in their local area, they may simply choose a competitor without trying anywhere else.
The CTA must also be clear. “Contact us” is too vague. “Request a free quote”, “Book an initial consultation” or “Call the practice now” explain more clearly what will happen after you click.
Monitor your conversion rate using Google Analytics 4 and segment the data by device. An average figure of 2 per cent may mask a 4 per cent conversion rate from desktop devices and just 0.8 per cent from smartphones. In this case, there’s no need to immediately blame the market or your advertising campaigns.
The problem could be a slow page, an awkward form, a hidden CTA or an error that only appears in Safari. The formula remains simple:
conversions divided by visitors, multiplied by 100
Macro-conversions include requests for quotes, phone calls, purchases and bookings. Clicks on a phone number, opening a map and downloading a document are micro-conversions that help us understand where the user gets stuck.
The most useful comparison is with your website’s historical data. If, three months ago, the same page generated twice as many leads, you have a clear indication to analyse.
How to fix SSL errors on WordPress
Don’t make changes across the board without a backup. A poorly executed HTTPS migration can cause problems with the database, permalinks and internal links. Proceed by carrying out checks in a systematic manner.
- Check the certificate in your browser. Check the domain, validity and certificate chain. If the certificate has expired or does not cover the correct domain, resolve the issue with your hosting provider first.
- Update the two WordPress URLs. Go to Settings > General and set
https://both for the WordPress address and the site address. If you are unable to access the dashboard, the change can be made with care in the database or in the configuration file. - Search for any remaining HTTP URLs in the database. Tools such as Better Search Replace can help, but first make a backup and check your working environment. Do not modify the column
guidduring a search-and-replace operation, because it is not a standard URL that needs updating. - Check the theme, plugins and content. Open the Chrome Console by pressing F12. Mixed Content warnings often specify the exact URL of the insecure resource. Fix images, CSS, JavaScript, fonts, iframes and calls to external services.
- Handle redirects neatly. Every old HTTP URL must redirect to the corresponding HTTPS version using a 301 redirect. You should also update the canonical tags, XML sitemap, internal links and site properties in Google Search Console.
- Clear the cache and check the modules. Clear the browser, plugin, server and CDN caches. Then submit every important form, test the phone number, check WhatsApp and verify that emails have been received.
Plugins such as Really Simple Security or SSL Insecure Content Fixer can help in the early stages. They must not become an excuse for leaving dozens of incorrect URLs in the database. A permanent fix must be made at source.
For a more technical assessment, you can consult a discussion on mixed content in WordPress and compare your website’s performance with the reported cases.
The final check before relaunching campaigns and SEO
Once you’ve made the corrections, test the website as a customer would. Use a computer, a smartphone and at least two different browsers. Don’t just check the homepage.
Have a look at these pages:
- homepage and service pages;
- landing pages linked to the campaigns;
- contact form and thank-you page;
- checkout, if you run an e-commerce site;
- mobile menu, telephone number and WhatsApp links;
- images, fonts and embedded content.
Also check Search Console for indexing errors, excluded pages and unusual fluctuations in traffic. In Google Analytics 4, look at form submissions, phone clicks and conversions by device, browser, source and landing page.
Do not enable HSTS with a long duration until HTTPS is working without errors. If you need to rectify an incorrect configuration in the future, an overly strict policy could prevent browsers from accessing the HTTP version.
Technical security and conversion must be assessed together. A secure, fast, easy-to-read page with a visible CTA is far more likely to turn a visit into an enquiry.
Trust begins before contact is made
A correctly configured WordPress SSL certificate secures the connection and sends a message of trust. An expired certificate, mixed content or an infinite redirect have the opposite effect.
Before increasing your campaign budget, check the actual user journey. If the desktop version works but the mobile version doesn’t, don’t rebuild the whole website: identify the exact point where the user is being held up.
For ongoing management, you can rely on a WordPress support guide including checks on updates, backups, SSL, performance and modules. The website must be secure, but also capable of delivering results.
Frequently Asked Questions about WordPress SSL Certificates
Is an SSL certificate enough to make a WordPress site secure?
No. It protects the connection between the browser and the server, but it is no substitute for updates, backups, strong passwords, firewalls and checking plugins.
Why does the website still display insecure content after SSL has been enabled?
Usually, some resources are still accessed via http://. Check the database, theme, plugins, images, fonts, external scripts and CDN settings.
Can an SSL error reduce the number of enquiries?
Yes. A browser warning, a form that’s blocked or an endless redirect interrupt the user’s journey. Measure conversions by breaking them down by desktop, mobile and browser.
