Websites fail to create urgency for change when they skip the awareness stage entirely and jump to solution promotion before helping the buyer realize the severity of their problem. Awareness-stage visitors are just starting to recognize they have a problem, and the site's job at this point is to help them research whether that problem is solvable, not to pitch a solution.
Content at this stage should be educational, cast a wide net, and assist the buyer in self-discovery. The goal is to help the buyer realize the pain rather than jumping ahead to solve it. This requires content that quantifies the cost of inaction, illustrates what the problem looks like when left unaddressed, and presents data that makes the status quo feel untenable. Moving a prospect from "just realized the problem" to "actively weighing options" requires proof content: case studies showing before-and-after states, benchmarks that reveal underperformance, and frameworks that give the prospect language to describe their situation to internal stakeholders.