In one word: Trust
Websites need SSL certificates to keep user data secure, verify ownership of the website, prevent attackers from creating a fake version of the site, and convey trust to users.
If a website is asking users to sign in, enter personal details such as their credit card numbers, or view confidential information such as health benefits or financial information, then it is essential to keep the data confidential. SSL certificates help keep online interactions private and assure users that the website is authentic and safe to share private information with.
An SSL certificate helps to secure information such as:
- Login credentials
- Credit card transactions or bank account information
- Personally identifiable information — such as full name, address, date of birth, or telephone number
- Legal documents and contracts
- Medical records
- Proprietary information
Without an SSL certificate, many browsers often display warning messages that are strongly worded enough to deter nearly everyone from navigating to an unsecured website. Visitors could also be greeted with a nasty label in the URL bar next to a web address. 
This label could push away potential visitors and customers from your site.
Search engines, like Google or Bing, tend to prioritize search results for those that have an SSL Certificate. The bottom line is-- your website will probably be pushed down the line of search results because you don't have an SSL Certificate.
Click here to learn How to purchase an SSL certificate
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