More about them later. Two weeks of intense effort is not an unreasonable expenditure in formulating your identity, identifying your market, and producing a name and keywords. Survey friends, family, and strangers. They will help you find out how people think of the products or services you want to market. Maybe that's because most dotcom name sound alike.
Online ads are even worse.
Everything and anything that leaves your hands, whatever it is and wherever it's going, should carry your URL and one concise line to identify your mission, i.e., your motto or slogan. The most important method for attracting business can cost little money, but will unavoidably involve a great deal of work. You must get top results in the major Directories and Search Engines. The top search engines are Google, Inktomi, and to a lesser extent, AltaVista. They use either the Looksmart or Open Directory results, or the Inktomi results.