Why do most websites fail to convert visitors?

I’ve been analyzing a lot of websites recently, and I keep noticing the same pattern.

Most websites look good — but still don’t convert.

The common issue doesn’t seem to be design.

It’s clarity.

Visitors often can’t immediately understand:
– What the product is
– Who it’s for
– Why it matters

So they leave.

I’ve been working on solving this with a more structured, story-driven approach to landing pages (that’s what I’m building with Rayarc).

Curious to hear from others here:

👉 What do you think is the #1 reason most websites fail?