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Before you decide on your name, even before you decide on what business you are in, you would be wise to do your keyword research.
Keyword research will tell you not only what words people are using to find people like you, but when you turn around and use those terms as search terms, you will discover what the competition is using, and possibly whether there is an unfulfilled need in your specific market. You may discover that your orginal business idea has too much competition, but that through a small adjustment you can meet an unmet need with minimal competition.
Once you have decided how you will respond to a market need, your keyword research will tell you exactly which words to use on each page of your website so you stand a chance of ranking in the search engines.
Unfortunately, many people fall in love with their initial vision and spend money getting graphics just right without considering what it takes to be found and make money on the web.
Once you know the "word cloud" associated with your market niche, then you can have pages constructed that focus on about 2-5 keywords per page to maximize your ability to rank for each set.