Get your business found on Google and AI. Then turn visitors into customers.
28 Pixels is me, Martin Koss, a website designer and search specialist in Louth, Lincolnshire.
I’ve been building websites and creating content for local and small businesses since 1994; helping them get found on Google, Bing, Google Maps and (in recent years) AI tools like ChatGPT, Gemini and Perplexity.
Content quality is more important than ever!
Content should be optimised for discovery by people searching, enhancing reputation, credibility, and trust, leading to website visitors and then into calls, bookings and sales.
If your website isn’t bringing in customers, it’s failing!
Simple as that. A website that looks fine but doesn’t bring in enquiries is just costing you money.
Usually it comes down to two things. The right people can’t find it, or the people who do find it can’t work out quickly enough why they should pick you. I fix both. That means clear, specific content, a fast and tidy site, and a business that search engines and AI tools can describe correctly.
Most of my clients came to me after being let down by another web company. So here’s how I work. I tell you what’s wrong in plain English, and I don’t sell you things you don’t need.
How customers find a local business now through search engines and AI systems
When someone is ready to spend money, they don’t scroll Facebook. They search Google, tap a pin on the map, or more and more, they ask ChatGPT, Perplexity or Google’s AI for a recommendation.
Ranking on Google doesn’t mean AI will mention you. AI tools build their answers from your website, your Google Business Profile, reputable directories and trusted content hubs, reviews and what other sites say about you. If those facts are thin, vague or don’t match, the AI system will recommend someone else.
The good news is that Google, Bing and the AI tools reward the same things: clear facts, real expertise, a fast website and a business that’s described the same way everywhere. Get those right and you’re covered in all of them.
What I do for many local businesses (hint: it’s not always a case of rebuilding their website)
- Website and content reviews – an honest, manual review of how your site looks to customers, Google and AI tools, with a plan you can act on. From £295 + VAT.
- Local search groundwork – Google Business Profile, Bing Places, Apple Business Connect, directory listings and schema, so your business details are complete and match everywhere.
- Content and copywriting – service pages, FAQs and articles that answer the questions your customers actually ask, written in your voice.
- Website design and the Starter Website Package – fast, lightweight sites you own, built to be found.
- Website optimisation – speed, structure and technical fixes for sites that are slow or invisible.
- Domains and UK hosting – hosting, email, backups and maintenance, with one person to call.
Six things every local business website needs to get right
If you read nothing else on this site, check these.
Own your website. Social media reach can vanish overnight when the rules change. Your website is the only part of your online presence you own and control.
Give machines clear facts. Search engines and AI tools don’t guess. Structured data (schema) tells them exactly who you are, what you do and where you work.
Use the same details everywhere. Your business name, address and phone number should match exactly on your website, Google Business Profile and every directory. Mismatches look like doubt.
Answer the question first. Put the answer in the first couple of sentences, then explain. If people or AI tools have to dig for it, they go elsewhere.
Don’t hide what you know. Prices, processes and expertise locked behind pop-ups, cookie walls or PDF downloads might as well not exist.
Make it fast. A slow site loses the customer and the search crawler. Speed is a trust signal.
Results for real local businesses
PP Tuning came to me after two other website companies let them down. Since then, regular new content on their site has helped push sales up by at least a third on previous years, according to owner Jason. Read the PP Tuning story.
“After just a few months of working together, we started noticing a significant increase in customer enquiries and new clients finding our business online.”
Seb, Lincolnshire Memorials
“Previous load time of around 10 seconds. Our new site now loads in around 1 second!”
Jack, The Utopia Frequency
The Black Horse Inn at Donington on Bain had a one-page website trying to do everything. I rebuilt it as a full site covering food, rooms, events and the Wolds, so Google and AI tools can answer real questions about the pub. See the rebuild.
Why work with 28 Pixels
I built my first website in 1994 and I’ve watched search change from keyword stuffing to Google’s AI answers. The tricks come and go. Clear facts and real expertise still win.
I write and I code, so the strategy, the words, the build and the technical work all come from the same person. Nothing gets lost in a handover.
I test everything on my own sites first, including inLouth opens in a new tab, a community hub and business directory for Louth, and RemappingData.com opens in a new tab. If it doesn’t work there, I won’t charge you for it.
And I’m local. I work with businesses across Louth, the Lincolnshire Wolds and the rest of the county, as well as clients further afield. More about me.
Questions business owners often ask me
Do you only work with businesses in Louth?
No. Most of my clients are in Louth and Lincolnshire, but I work with small businesses across the UK. Everything can be done by phone, email and video call.
Can you guarantee I’ll rank first on Google or get mentioned by ChatGPT?
No, and nobody honestly can. What I can do is fix the things that stop you being found and recommended, and show you the before and after so you can see what’s changed.
Where should I start if my website isn’t working?
Start with a website review. The Core Review is £295 + VAT and tells you what’s wrong, in plain English, before you spend money on a rebuild that might not fix it.
How much does a new website cost?
A full website starts from £1,000 + VAT. The Starter Website Package for new businesses is quoted to the job. Every cost is listed on my pricing guide, with no hidden extras.
Do I have to host my website with you?
Yes, for any site I build or maintain. I need control of the server to keep it fast and secure. UK hosting with email starts at £150 a year + VAT.
