Why most websites don't convert.

Most underperforming websites are not badly designed. They are badly argued. They describe a company instead of making a case for it.

A page that converts does four things in order: names the problem the visitor recognises, states a specific position, shows evidence, and removes the risk of the next step.

Speed matters, layout matters, and forms matter. But they are multipliers on an argument. If there is no argument, there is nothing to multiply.