Grill isn't hot enough.
I buy steaks every week and start with a thick cut, at least 1-1/2 - 2" thick. Rib Eye or a NY Strip works for me, my wife usually gets the fillet. Anyway, I get the grill screaming hot, 600 deg if I can, the winters get a little tough.
Get the steaks to room temperature about an hour on the counter. Rub with EVOO and add your rub, anything will do. I like the McCormicks as well but you can make a decent one with just what you have in the pantry. Drop the steaks on the grill, close the cover and don't open until ready to flip. This sears in the juices.
1-1/2" - 2" steak is about 7 minutes on first side, 6 minutes after the flip and don't mess with it. This will get you to M. Rare to Medium. Takes a little practice until you get your grill right. Poke the steak with your finger, if it feels rather squishy, it's rare, it will firm up as it cooks. If it gets stiff, it's overdone, again it takes some practice. Remove the steaks from the grill and depending on how thick they are, it's very important to let them rest for 5 minutes or so. This also will loosen up the sear on the surface and it won't seem so charred.
I make as good a steak as any restaurant with maybe the exception of a Morton House.....I can't age my beef as they do so I gotta compromise. It's basic understanding and nothing more. A good steak needs HIGH heat!