Build your pizzeria website in Edinburgh
Edinburgh runs on two calendars. For one month the city holds more visitors than residents and every kitchen is at capacity; for the rest of the year the trade is students, locals and whoever is in town for a weekend. A site that works here has to serve both, and they want opposite things.
The visitor decides in ninety seconds
Someone standing on a street in August with a show in forty minutes is not reading your story. They want to know where you are, whether there is a table or a queue, how long food takes, and what it costs. Put that above everything else in festival month: address, walking distance, current hours, a menu with prices, and a clear answer on whether they can just turn up.
These customers are almost entirely non-repeating, which makes them exactly the traffic worth having on a page you own rather than one you rent. You will never see most of them again, so paying a third of their bill to be introduced to them once is the worst version of the trade.
The eleven months that pay the rent
Marchmont, Bruntsfield and the Leith end of the city have a steady, unglamorous trade that does not spike and does not vanish, and it is what carries the business through the winter. That customer is looking for something different from the visitor: a place that is reliably good, with prices that have not quietly moved, that they can order from without thinking about it.
Serve them with a direct ordering page they can return to, and with the neighbourhood named plainly — Leith, Stockbridge, Newington, Tollcross — in your page title and your Google listing, worded the same way in both. Residents search by area. Visitors search by street. Stating both covers the whole year.
One site, two seasons
You do not need a festival microsite. You need accurate hours, a current menu and commission-free ordering, maintained by the person who knows when the kitchen actually closes.