40% of clicks online are on the "back" button. That means nearly half your visitors think "I'm in the wrong place," or "this seems too difficult," or worse yet, "I don't trust this site," and leave. Because they can visit 5 other sites in as many minutes.
It's not enough to treat your site like a brochure and hope they read it.
You have to nail the first impression: bring them right to what they want, make it trustworthy and simple to understand, and guide them to an easy buying process.