It's not that they don't want to pay, but they don't want to pay outrageously. Squarespace, etc. are stupid expensive for most websites. $5/mo is the limit for a lot of businesses, especially when they can't tell if having a website will even improve their traffic over just having a social media page.
The administration and billing side can also be confusing for a lot of non-technical business owners.
The administration and billing side can also be confusing for a lot of non-technical business owners.