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According to the Nielsen 2008 advertising data, 80% of ALL local business is searched online.
This means you need a website, Exact keyword URL's (domains) still rule the net, all other factors being equal (back links etc.)
If you live in a big city, like Atlanta, it's guaranteed AtlantalLawnCare.com/net/org/info/etc are gone.
Nonetheless, Atlanta-LawnCare or AtlantaLawn-Care, or Atlanta-Lawn-Care/com/info/net/etc or some combination thereof are probably available. If so, you should buy one.
As www.Atlanta****-Lawn****-Care.info is awkward (to say the least) for other forms of branding (biz cards, shirts, truck logos) there is an easy way to brand as well as be search friendly.
You can buy the domain www.ScottsLawnCare (or whatever) and 301 redirect that domain to your search friendly domain.