Just Because Your Dog Likes You, Doesn't Mean You're A Nice Guy.
Many people in business really are "nice guys", but some aren't. How can someone tell which group you're in? The web is a cold, seemingly uncaring place, and many people will not respond in a positive manner unless they develop a rapport with someone.
When someone meets you "face to face" they form an opinion of you. Good, bad or indifferent, at least it is an opinion. If someone visits a web site, whether they know it or not, they are forming an opinion. The majority of web sites engender an "indifferent" opinion. "Blah" comes to mind.
Some web pages are offered by telephone companies as an add-on to advertising they sell. These sites are hyped as free, but they really aren't, as you have to take out a certain size ad to get one. For most part, in our opinion, they look as if they were created from a template. The only thing that appears to change is business name, and limited copy they allow. This is definite fit in "Blah" category. Many people see a "lack luster" site, and since there is nothing to hold their interest, they click away. Why bother?
Then you have bad sites. We've all seen examples of these. A web site fraught with misspelled words, or has a hodgepodge of different font sizes. It seemingly goes on forever, and you really have to hunt to find out what they're trying to say. Most people will simply leave without even trying.