The lower your website is in the Google search results, the lower your chances of being clicked on. And if you don't show up on the first Google SERP, you certainly won't get any clicks.
The first step is to identify the keywords your potential customers might use to find you.
2 types of keywords to identify:
You will be familiar with Google's autocomplete feature: when you start typing your query, Google suggests relevant queries in the search bar.
At the bottom of the page, you will find other related queries. A real goldmine for keyword ideas, especially if you already have some ideas in mind.
You can do a similar search on Amazon, probably one of your competitors. The advantage of Amazon's suggestions is that they are product-focused, unlike Google which can also suggest informational keywords.