There is no way a user can know the website is real the first time it’s visited, without it presenting a verifiable certificate. It would be disastrous to trust the site after the first time you connected. Users shouldn’t need to care about security to get the benefits of it. It should just be seamless.
There are proposals out there to do away with the CAs (Decentralized PKI), but they require adoption by Web clients. Meanwhile, the Web clients (chrome) are often owned by the same companies that own the Certificate Authorities, so there’s no real incentive for them to build and adopt technology that would kill their $100+ million CA industry.