There is a design mantra that goes something like, "A designer is not a typical user." This is because a designer looks at something differently than a non-designer.
It's like how someone who knows how to make great steak will look at a steak and see the marbling (a lot of marbling == great steak). They know to order a steak medium or even medium-rare, and that ordering well-done is like saying the name Voldemort out loud.
But for the average person who eats a steak every once in a while, marbling isn't what they see. They just see a steak (and probably feel fancy eating one). And even will order it well-done (shudders).
If you want more qualified leads, involve your community in your content planning and development. They will see things differently than you and that will ultimately lead to better results.
Have a lovely day,