The purpose of this phenomenological investigation was to explore the lived experiences of rural high school counselors when providing career development services. Several key themes emerged, including (a) contextual factors, (b) direct services, (c) indirect services, (d) rewarding aspects, and (e) challenging aspects. The findings support increased attention centered on rural career development in both preservice and in-service settings. We offer implications for school counselor practice and preparation, and discuss limitations and future research areas.