Should you ever question whether your website pages are optimized with particular keywords or leader phrases you feel your visitors are using to find your website, use the Search Tab to find out.
The written contents of your website is the most important aspect of your website. Strong, rich text-based content will always outweigh website pictures or PDF attachments. Google uses page written content along with page Browser Title and Description. Search results are based on best match of the page content it finds, along with weight and context. If your website does not contain the phrases and statements your visitors are using in their searches, or, your website does not add weight or relevance to these phrases or words, your website will not be returned in search results as often as you think.
Target your website content toward your target audience searches for best results. Ask yourself, "Would I find my website if I searched for .." and do you have pages on the site that speak to answer your question?