This snippet shows how to check for URLMapContent in your Template, and change the page title and crumbtrail title accordingly.
If you have multiple URLMaps and they each use a different field for the title, you can also check for the folder or page name in the $VTLSERVLET_URI variable.
You would put this code at or near the top of your template before your print out the page title.
#if($URLMapContent.inode)
#set($pageTitle = $URLMapContent.title)
#set($crumbTitle = $URLMapContent.title)
#elseif($UtilMethods.isSet($friendlyName))
#set($pageTitle = $friendlyName)
#set($crumbTitle = $friendlyName)
#end