Build your pizzeria website in Ipswich
Ipswich does not have a discovery problem. The independent pizzeria that survives here does so because people know it and come back. The problem is that being known and being findable are different things. When someone decides at six on a Friday and cannot find your hours or number in thirty seconds, they open an app instead.
Your customers know you already
Apps are designed for discovery. You do not need discovery. Your customers are people who have eaten from you before or heard the name. A site is not about being found — it is about being fast when someone decides to order.
Clear hours, a working phone number, a fast checkout with no account required. That is the entire page. Build a mailing list from orders, so you can reach regulars directly. That is the entire strategy.
Do not try to compete in search
Ipswich has much less competition than larger cities, which means you are competing against fewer choices. But "pizza Ipswich" search is still going to be caught by the apps first. Your entire strategy is mailing list and regulars, not discovery. Do not waste the page on searches nobody is making.