That is some pretty good feedback from Webline! In addition, under your tackle boxes, your link to the ice fishing box says "ice setup" in the drop down menu. That takes you to the "ice fishing" tab, on which you have forgotten the p in "setup." Finally, when clicking on the pictures under the product section, the next page is not found. When using the back button to go back to the previous page, it sends me to the ice fishing tackle box.
In the area where you talk about John Cook, "your pro," I would not point out the fact that he is 19. Let the reader come to their own conclusion that he is only 19 and "not worth listening to." I would also take out a lot of the content in this area and focus examples of how John knows about fishing. It might not hurt to network with some of the outfitters in the areas where your customers will go fishing. In doing so, they add additional color to the accuracy of your site. On your fish pages, instead of just showing big fish, maybe add a little info about what lure they were caught on and lead customers to the box they can find the lure in.
Overall I think you have a good start to your site. There are two things that concern me. The first is your revenue streams. You are really only selling 4 product lines. Of these 4 product lines, each one only appeals to a certain group of individuals. The individuals that fall into these groups are only individuals that like to fish. And, not only do they like to fish, but they are people who either do not know the area where they want to fish or they have no fishing tackle. Needless to say, I think your niche market is very small. You do not have a whole lot of customers to appeal to and of the ones that it does appeal to, they have to somehow find your site. I would beef-up your content to get people coming to your site that are looking for information about fishing. I would also try to sell ad space. The second concern is your prices. I am a fisherman. No avid enough to travel to new destinations to catch fish, however I do know a little about what things cost. Quite frankly, I think your prices are a little high. I am not sure where you buy from or anything like that, but you might want to check into partnering with a local tackle shop to get better pricing through higher volume.