SEO
Keyword research sounds technical, but at its core it's just figuring out the exact words your customers actually type into Google. You don't need expensive software to start.
The exact phrases customers use on the phone or in person, not the industry terms you use internally, are usually the real search terms worth targeting.
Typing a partial search into Google and looking at what it suggests, along with the "people also ask" section, gives real insight into related searches without paying for a tool.