It's important to know what search terms people are typing in when they are looking for a business or service. Not everyone is going to search for the same term or phrase, so you want to make sure you are targeting as many of the most popular keywords as possible.
Aside from brainstorming and asking people you know what they would search for, there are several tools that help determine which keywords are driving the most traffic to sites.
Use these keywords throughout your website to show the search engines that is exactly what your business specializes in and that you are the authority in that particular field.