Website Content, Organic, & Search Engine Marketing
Typically, people search for solutions to their very specific problems, and your business name isn’t often in that search. But keywords or topics that relate to their needs are often in the search.
The core pages of a website (homepage, about, contact, service, etc) offer a great, broad abstract about what you do. But you can’t assume that those broad topics are enough to beat out a competitor who’s talking in-depth about all their expertise. And if they’re not talking about specific topics, then you have an opportunity!