I think the URL part confuses a lot of old folk. Have the name in large letters, then the URL under it on the door or something, most net savvy people will remember that Dunn Tree's URL is Dunntree.com IMO the WWW is superfluous, most browsers do not need it, same as the
http://##!!*!)#
I like the font on the phone, maybe have the name right before the phone so it is all in one size.
As for the punny copy on the truck, I have a buddy Terry Russ, Russ's Tree Service. I run a few estimates for him. One lady had spent a while trying to get a hold of him, but he is not "in the book".
Funny, I've seen it there???
he did work near by and she saw the "Trees Are Russ!" logo and thought that was the name of the company, even though Russ's Tree Service is in big letters on the door.