Keep in mind that bounce rates vary depending on your website's function, your business goals and your industry. A high bounce rate is fine for a website like Wikipedia, where users search a subject, read about it and click off. However, if you're trying to attract customers to discover and purchase your various services, a high bounce rate means your site isn't enticing the audience to stay and look around. There are many factors that play into why people aren't invested in your website -- here are the main ones:
Irrelevant or Uncompelling Content
Ultimately, good content needs to be relevant and engaging. Hypothetically, if a user is searching for information about tacos, sees a blog post on your website titled "All Things Tacos", clicks on it and you write about pretzels, those users will leave. It's important to think about what a user wants out of your page and how you can craft meaningful ways to communicate. Are there opportunities to inform them about a service they didn't know they need? Can you make the information playful and fun to read? Can you show your creativity and innovation? One last piece of advice: cut out the industry jargon and buzzwords -- it's perceived as substanceless and irritating to the general public.
Poor Navigation and Ugly User Interface
The first thing people see on your homepage should make it abundantly clear what your business is and why the user should care. Nothing is more frustrating than having to click through several "About Us" tabs just to find something that should have been visible from the start. Information is accessible everywhere these days and people won't take the time to experiment to find what they need. They'll go somewhere else. You can produce the best content in the world, but what good is it if people can't find it?
Additionally, keep in mind that it's 2018 -- people won't bother to look at your Geocities page anymore. An aesthetically pleasing website is absolutely crucial in maintaining credibility. But as they say, "looks aren't everything" -- design, while important, isn't the only determining factor in your success, but rather it plays a supportive role to your content. Accessible, engaging content will still be your bread and butter.
You Don't Monitor Analytics
Your business' website will be the thing that makes the first impression on new customers. Make it a respectable one.