Very useful article, although the author seems a bit sketchy. Hate to shoot the messenger, though...
Personal favorite takeaway is the section on photography. If the entire article was just that, in a 120pt font, I would be just as happy. "Landscaping is a visual art" is similar to something I find myself having to explain to LCOs far too often. If you're in lawn care or landscaping, don't sell what you do short. Quality pictures of your green work simply sells, whether it's a pic of a great lawn or a full-blown landscape install.
a guy who knows the lawn industry, branding, and web strategy