Welcome @Kluch
Is your port 80 open at both Azure and your server?
Because HTTPS (port 443) reach your domain but HTTP (port 80) times out. Even for "home" page. You are using an HTTP Challenge so need to reply to HTTP challenges.
curl -I -m7 http://fms.benchmarkincentives.com
curl: (28) Connection timed out after 7001 milliseconds
curl -Ik -m7 https://fms.benchmarkincentives.com
HTTP/2 200
server: nginx
...
(Note: cert is self-signed Claris but port 443 is responding at least)
Good site for testing new setups