Key Words

Depends. The best answer would be after doing some keyword research, but that's going to cost you either to pay someone to do it or you're going to have to pay in terms of spending your time and/or buying software and/or services.

You'll need to look at search volume, competition level, how many folks are competing on those terms, why they're ranking so high, etc.
 
I would suggest that you rework your site a bit before you start trying to rank for organic traffic. I am find your site online nothing really sticks out to me in the first 2 seconds that tells me what this site is about. Also, you would need to make your quote form a little more prevalent so that the your site converts well.
 
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