Here's the thing about running a local business:

You know exactly why customers should chose you. You just don’t have time to keep telling Google.

A smiling woman with long brown hair, glasses, wearing a black blazer and pink blouse, standing in front of bookshelves filled with books.

Your best customers found you somehow. These days, most new ones start the same way: a quick search for what they need, then a look at the few businesses Google shows on the map. They read the reviews, glance at the photos, check whether you're open, and call someone.

The businesses that win those moments aren't always the best at what they do.

They're the ones whose Google listing looks complete, active and cared for: fresh posts, recent reviews with thoughtful replies, accurate hours and services. Week after week.

That's where I come in.

LET'S TALK →

Twenty years of storytelling. Now working to get your business found.

I've spent my career doing one thing: taking complex, important topics and turning them into stories that make people care.

I started as a journalist covering local politics, environmental issues, healthcare, and breaking news across print, broadcast, and digital. I learned early that the best stories aren't only about facts. They're about people making decisions that matter.

I’ve also taught at the UNC School of Media and Journalism, where I helped train the next generation of storytellers. Over the years, I’ve led editorial teams under real deadlines, won dozens of awards, and learned something that changed how I think about every piece of writing: the people who are closest to a story are often the worst at explaining why it matters to someone else.

That insight is the foundation of everything I do now.

I kept seeing the same thing with local businesses. Great med spas, dental offices and contractors, doing excellent work, sat halfway down the map while competitors with half the skill took the calls. Their Google listing, often the first thing a new customer reads, hadn't been touched in months.

So The Ghostwriting Lab now does one thing first: it writes and manages your Google Business Profile, so people nearby see a business worth choosing.

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What I Actually Do For Your Business

I run your Google Business Profile end to end, so you don't have to.

I handle the cleanup, the writing, the posting, the review replies and a simple monthly report. You review and approve. I take care of everything else.

More specifically, this looks like:

A complete, accurate profile. The right categories, every service listed and described, correct hours, a clear description and current photos, so Google and customers understand exactly what you offer.
Regular posts about the services people in your area search for, so your listing looks active and gives customers a reason to call.
A reply to every review, written in your voice: warm thanks for the good ones, calm, and professional answers to the tough ones.
An eye on the competition. I track what the businesses above you are doing and adjust the plan.
A monthly report showing where you appear in local search and what I'm working on next.
Your voice throughout, so everything sounds like you, not like an agency.
And when you're ready for more, such as customer newsletters that bring people back, I write those, too.

My Favorite Clients

I work best with local service businesses that know they do great work and are tired of watching competitors get the calls.

That usually means:

An owner who's running the business, managing the team and seeing clients, and genuinely cannot add "update Google" to the list.
A business with happy customers and good reviews in person, but a listing that doesn't show it.
A med spa, dental or chiropractic office, salon, contractor or home service business whose customers find them by searching nearby.

You don't need a marketing team or a polished online presence already. You just need to believe that showing up on Google is worth investing in, and be ready to give me about 30 minutes a month to keep it in your voice.

Two people dressed in winter clothing, one holding a coffee cup, standing outside in a snowy neighborhood, with a woman wearing headphones and holding a microphone.

The Personal Stuff

I'm a first-generation American, born to Colombian and German parents, and fluent in Spanish. I live in North Carolina with my husband and two daughters. When I'm not writing, I'm probably hiking, planning our next travel adventure, or doing something creative with my kids.

I believe every local business has a story worth finding: why the owner started it, what they do better than anyone nearby, why their regulars keep coming back. Most of the people searching nearby never hear it.

That's a problem I know how to solve.

Two hikers walking on a gravel trail with backpacks, hiking poles, and hats, surrounded by wildflowers and bushes, under a blue sky with some clouds.

Your business deserves to be found.

If your Google listing keeps getting pushed to next week, or you're not sure why competitors show up above you, let's find out. I'll record a free video audit of your listing and show you exactly what I'd fix first.

Smiling woman with sunglasses and scarf taking a selfie on Chapel Hill belonging to the University of North Carolina.

REQUEST A FREE AUDIT

Your customers are already searching for you.

Make sure they fund you.

Tell me about your business and where you'd like more customers to find you.

Worst case, you get a free audit and a few fixes you can make yourself. Best case, we build something that gets you showing up when people nearby search for what you do.