Meta Description.

The meta description is the snippet of text Google displays under your title in search results. It doesn't directly affect ranking, but it heavily affects click-through rate — and click-through rate does affect ranking.

Aim for 120–160 characters. Lead with the benefit (what does the visitor get?), include the city name if it's a local-intent page, and write like a person, not a robot. "Custom websites for Kelowna small businesses, hand-built and mobile-first" beats "We provide professional web design solutions for businesses."

Each page should have a unique description. Duplicates across pages confuse Google and split your relevance signal.