Most high schools have counselors.
Some have college counselors. Counselors vary in terms of experience and expertise. In some settings, the counselor remains assigned to your student for his four years of high school, while in others there is some shifting during grades 9-12. Make sure to meet your student's counselor early in the freshman year and determine what kind of counseling system is used for the high school years and how college advising is handled. Some counselors will have a working knowledge of the financial aid process.