You probably don't lack anything. There are many reasons why someone might not want to date another person - regardless of whether or not they find them attractive. I have had close friends that I've been attracted to and confide in, but would never date because we're just fundamentally incompatible in some other way. I have friends that I'm attracted to and would have loved to date, but didn't because the timing didn't work out, or because I didn't want to lose a good friend.

In my own life, I always try to be straightforward and up-front with people. I'm either pursuing them romantically, or looking for friendship. I never get "friend-zoned," because if I'm romantically interested in someone, I make sure they know from the first meeting and have the opportunity to accept/reject my advances. I do have a lot of friends that go the friends-first route - and it works well for them - but it does take a lot more time for them to both find partners and to transition from friendship to romantic relationship.