Why Use ‘store’ for Links in Magento CMS

You can change the page title from a block class. This would probably be the easiest in this case.

Create a custom extension and add a Block class by creating the file app/code/(community|local)/[Namespace]/Avenirgallery/Block/Form.php

Now set this class as the type in the tag discribed above {{block type="avenirgallery/form" template="avenirgallery/custon_neon_sign_form.phtml"}}

Now in the block class which would be [Namespace]_Avenirgallery_Block_Form

class [Namespace]_Avenirgallery_Block_Form extends Mage_Core_Block_Template
{
    protected function _prepareLayout()
    {
        $head = $this->getLayout()->getBlock('head');
        $head->setTitle( Mage::app()->getRequest()->getParam('keyword') );

        return parent::_prepareLayout();
    }
}

The way you are doing it is correct.
The {{store}} directive should know how to generate the correct link even if you change the customer module route name (that is currently customer). If you change it to client (see here how) <a href="{{store url='customer/account'}}">My Account</a> will still generate the correct url.
For CMS pages you should use the widget approach so it won't be important if the page changes.

{{widget type="cms/widget_page_link" anchor_text="some text here" title="some title here" template="cms/widget/link/link_block.phtml" page_id="52"}}