Change “services_item” name in the URL

Hi, apologizes for my English, I hope you can understand my 2 questions… :”>
1- I would like to change the words “services_item” in the URL. Is it possible?
I tried to change them in the functions.php file, but it does not work. I’m not expert, of course.
In this image you can see what I would like to change: http://www.guidedolomiti.com/screen-shot.jpg

2- I’m doing a multi-language site, using WPML plugin. It is possible to use two different languages for the words “services_item”?

Thamnks for a great Template and a good support!
Ciao.