Axley — Location Pages: Waukesha & Madison Launch

Overview

As part of Axley's broader local SEO and ad campaign strategy, dedicated location pages for the Waukesha and Madison offices were prioritized for launch in the week of 2025-11-17. The goal is to give Google clear, office-specific signals and to provide prospective clients with accurate, location-optimized landing destinations.

This initiative connects directly to the ^[1] campaign restructuring — reducing the Waukesha AdWords budget and shifting spend toward Madison — and to the Family Law SEO push targeting high-net-worth Waukesha County clients.

Strategy & Rationale

Why Dedicated Location Pages

When location content is consolidated on a single contact or about page, Google has difficulty determining which page is authoritative for which office. Splitting into dedicated pages allows:

• Clear geographic signals per office
• Targeted internal linking from practice area pages
• Better alignment with Google Business Profile listings

"We want Google to know that those pages are meant for those locations. If they're scanning and they see this all listed on two pages, they might be less clear which one is which."

Connection to Ad Campaign Restructuring

The location pages are intended to serve as landing destinations for the new Madison AdWords campaign and the refocused Waukesha Family Law campaign. Launching the pages before or alongside the campaign changes ensures ad traffic lands on properly optimized, location-specific content rather than a generic contact page.

See: ^[2]

Page Design Decisions

Waukesha Page

• Standard layout; no special map treatment needed
• Location is well-understood and not visually confusing

Madison Page

• Use a photo instead of an embedded map — the Madison office location is described as confusing; a photo of the building or entrance provides clearer wayfinding
• Directions content can be placed alongside or below the photo

"For this one, I like to include the photo because it's so confusing. So Waukesha can stay like this, but for Madison, I'll use that picture here."

Internal Linking: Snippet Strategy

Once live, each location page should be referenced via snippet links on relevant practice area pages. The pattern:

• Practice area page links to the practice area landing page and to the applicable location page
• This reinforces geographic relevance for both users and search engines

"I think we would want to include it in that snippet on the practice area pages themselves as well — linking to the practice area page and then linking to the location page."

Navigation Considerations

The team discussed whether location content should live under a "Contact" nav item or a dedicated "Locations" nav item. A follow-up answer was owed to Axley on this UX question. The recommendation leans toward a dedicated locations entry to surface the pages more prominently and reduce ambiguity.

Action Items

• [x] Build Madison location page based on provided mockup (Asymmetric)
• [ ] Launch both Waukesha and Madison location pages (target: week of 2025-11-17)
• [ ] Add snippet links to location pages from relevant practice area pages
• [ ] Resolve nav structure question: "Contact" vs. "Locations" menu item
• [ ] Confirm pages are properly connected to Google Business Profile listings

Related

• ^[3]
• ^[2]
• ^[4]
• ^[5]