Ranking-wise, there's really nothing to adjust for with a new site. As long as there is a base of optimization, there's not a lot to do other than add and refine content. You can track when and how it starts ranking and adjust and implement from there. Besides a solid foundation, I don't do anything beyond making sure the site is on search's radar and beginning to be indexed. Once I start tracking keyword rankings, and think that there is a legitimate baseline, I'll start tweaking.
Personally, I follow a methodology of phasing in additional SEO once a site starts ranking so as to have a natural progression. This is an approach I follow to very good success, especially over the last 4 years.
a guy who knows the lawn industry, branding, and web strategy