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