Self-Guided Trails
Let's talk
🌲 For small outdoor businesses & nonprofits

Marketing for people who'd rather be outside.

I'm Lily, a freelance digital marketer. I help guides, outfitters, outdoor shops, and outdoor nonprofits get found online, turn visitors into bookings and supporters, and spend less of their own time on marketing.

Book a free 30-min call → See what I do

Who I work with

  • Guides & tour operators
  • Outfitters & rentals
  • Outdoor gear shops
  • Camps, lodges & eco-tourism
  • Outdoor educators
  • Conservation & trail nonprofits

If you started your business or organization because you love being outdoors, we'll probably get along.

What I do

Whatever helps more of the right people find you.

Every business needs something different. Some need to show up on Google Maps, some need a website that actually books trips, and some just need someone to keep the posts going. Here's where I usually help.

01

Get found

Show up where people look for their next adventure: Google, Google Maps, and AI tools like ChatGPT.

  • Search & AI visibility audit: where you show up today and the quickest wins
  • Showing up when people nearby search Google for what you offer (local SEO)
  • A polished Google Business Profile, the listing people see on Google Maps and search
  • AI search visibility (ChatGPT, Google AI Overviews, Gemini)
  • Directory listings, reviews & review responses
  • Regular check-ins on rankings and how you compare locally
02

A website that works

A clear, fast site that answers visitors' questions and makes it easy to book, buy, or donate.

  • New sites or refreshes of outdated ones
  • Search-friendly structure that AI tools can easily read
  • Booking, contact, and donation forms that send every inquiry to one organized contact list (a CRM), so nothing gets lost
  • Mobile-friendly, fast, with basic analytics set up
03

Content & social

Writing that sounds like you on your best day, not like a marketing agency.

  • Expert articles and service pages in your voice
  • Instagram & Facebook posts
  • Email newsletters
  • FAQ content that answers what customers ask before booking
04

Behind-the-scenes systems

Simple tools so leads don't slip through the cracks while you're out on the water or the trail.

  • A simple system (CRM) to keep track of every lead, customer, and donor in one place
  • Automatic follow-ups, booking reminders & review requests
  • Lead capture from social media and your website
  • Easy-to-read reporting on what's working

Need something that's not on this list?

Ask. My work is built around what your business actually needs, not a package.

Tell me what you need

An honest note: nobody can guarantee a #1 ranking on Google or a recommendation from ChatGPT, and I won't pretend to. What I can do is make your business clearer, easier to find, and easier to choose.

How I work

Simple, low-pressure, and built around your season.

  1. Let's talk

    A free, casual 30-minute call about your business, your customers, and what you want more of.

  2. Look around

    I check how you show up today on search, maps, AI tools, your website, and social.

  3. Plan & estimate

    You get a short, prioritized plan and a written estimate before any work starts.

  4. Do the work

    I do the work myself and keep you posted along the way.

  5. Check in

    We look at what changed, what's working, and whether there's a next step.

Pricing

Hourly, with no surprises.

I bill for the hours I actually work. No long contracts, and no packages padded with things you don't need.

  • Free first call, with no obligation
  • A written estimate before anything starts
  • An agreed hour cap, and I won't go past it without asking
  • One-off projects or ongoing help, whichever fits
Lily Adams smiling in a mountain meadow
About me

An outdoor enthusiast who happens to love marketing.

Hi, I'm Lily. I travel to hike, explore, and spend as much time in nature as I can, so I know how much a great local guide or outfitter can make a trip. The best ones I've found were always run by passionate people who know their terrain inside and out.

They're also often too busy doing the actual work to keep up with Google, websites, social media, and now AI search. That's where I come in. Technology should make it easier for those people to be found, not drown them out.

I keep my client list small on purpose. You'll always work directly with me, never a junior account manager, and I only take on work where I'm confident I can make a real difference.

Why "Self-Guided Trails"?

Self-Guided Trails LLC is the business behind my freelance work. The name is a reminder of something I value: choosing your own path and finding your own way in life, with a nod to the outdoors. I admire people who did exactly that when they built a life supporting the natural outdoors.

FAQ

Good questions to ask before we talk.

Do you only work with outdoor businesses?

Mostly, yes. I work with small businesses and nonprofits connected to the outdoors: guides, outfitters, tour operators, gear shops, camps, outdoor educators, and conservation or trail groups. I know that world, and I enjoy helping the people in it.

How much does it cost?

I charge hourly. After our first call, I'll send a written estimate with an hour cap before anything starts, so you know what to expect. Some clients hire me for a single project, others for a few hours of help each month.

Do I need a new website to work with you?

No. Many improvements, like your Google Business Profile, listings, content, and AI visibility, work with the site you already have. If your website is holding you back, I'll tell you honestly and we can talk about options.

What is AI search visibility (GEO)?

More travelers now ask ChatGPT or Google's AI things like "best beginner kayak tour near me." Generative engine optimization (GEO) means making your business easy for those AI tools to understand, trust, and recommend. It works alongside traditional SEO, which focuses on regular Google results.

Can you guarantee rankings or a ChatGPT recommendation?

No, and you should be wary of anyone who does. Search engines and AI tools make their own choices. What I can do is remove the obstacles, make your business clear and credible, and track whether things are moving in the right direction.

Where are you located?

I work remotely, with clients wherever they are. Everything we need can happen over video calls, email, and shared documents.

How do we get started?

Book a free 30-minute call below, or send me a message. We'll talk about your business and figure out whether I'm a good fit. No pressure either way.

Let's talk

Tell me about your corner of the outdoors.

Grab a time for a free 30-minute call, or send a message and I'll get back to you within a couple of business days.

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