Write your service page with the words your client uses

Nobody types the technical name of a procedure into Google. They type the discomfort, using the words they'd use in conversation. Whoever writes the service page, though, writes the way they learned in their training.

The same service, two titles

How the professional writes itWhat the client typesTax consultinghow to pay less tax on my businessEmployment compliance advisoryavoid an employee lawsuitPreventive building maintenancewho takes care of building maintenanceVestibular rehabilitationdizziness when getting out of bed

The list on the left is correct. It's just not what's searched.

The solution isn't to drop the technical term
It's to use both, in the right order. The client's term drives the search, the technical term gives authority once they land on the page.

A published example: on psychologist Camila Silva's website, an article is titled "Migratory grief: why do we miss a life we chose to leave?" The technical term is there, and right after it comes the phrase that reflects what the person actually feels and searches for.

Where to apply this in the dashboard
Service name: the client's word comes first.
Summary: describe the situation, not the method. "For those who feel X" works better than "care based on Y".
Content: this is where you explain the technique, the training and the differentiator. Whoever got this far already wants to know.

A thirty-second test
Read your service title out loud and ask: would a client who's never heard of my field type this? If the answer is no, you have a change to make, and it takes two minutes in the dashboard.