Axley Family Law, Criminal & PI Content Strategy

SEO content roadmap for Axley's three primary practice areas, established during the January 2026 strategy review. The overarching goal is to reduce reliance on expensive PPC by building organic authority across Family Law, Criminal Defense, and Personal Injury — with particular urgency on PI, where cost-per-click makes paid acquisition difficult to scale.

Overview

Axley operates three distinct practice area tracks for SEO purposes, each at a different stage of content development. Criminal Defense pages are furthest along; Family Law is in approval; Personal Injury is being rebuilt around a single attorney.

Related meeting: ^[1]
Client index: ^[2]

Practice Area Status

Criminal Defense

• FAQs added to all Criminal pages
• Final two Criminal pages sent to client for approval
• Academic misconduct content folded into the Criminal umbrella
• Status: Near complete — awaiting client sign-off

Family Law

• "From Divorce Through Paternity" page copy and FAQs drafted
• Remaining pages in approval queue with the Family Law group (multi-office, multi-attorney sign-off process)
• Nicole's assistant is being looped in to accelerate approvals
• Opportunity identified: Dedicated landing page for high-value divorces (complex estates, business assets) — one attorney's specific expertise; noted for future development
• Status: In approval — content drafted, not yet published

Personal Injury

• All PI content to focus exclusively on attorney Heath — two prior PI attorneys retired, one criminal attorney who dabbled in PI is no longer relevant to these pages
• Heath has drafted FAQs; Sebastian to integrate and lightly reword as needed
• Any remaining mentions of non-Heath attorneys should be removed
• PI navigation section not yet built out on the site
• Status: In progress — FAQ integration and nav build pending

Location Pages & Navigation

Problem

Location information (addresses, directions) is scattered across the site — currently living under the Contact page and in standalone direction pages. This dilutes SEO signal and creates a confusing user experience.

Solution

Consolidate all location content under a single "Locations" menu item in the main navigation:

• Madison office page — ready to publish
• Waukesha office page — ready to publish
• Directions content migrated to these pages

Contact page should be stripped of location details, retaining only the contact form.

Nav order: Locations item added; Contact moved to last position in the menu.

Rationale

Centralizing location signals helps Google understand the canonical source for office/location information, rather than splitting authority across multiple pages.

Content Principles

• FAQ integration is a priority across all practice areas — thin pages are a known weakness; FAQs add depth and target long-tail queries
• Attorney-specific content matters for PI: Heath is the face of all PI pages; do not dilute with generic or multi-attorney framing
• Publish-then-improve: Location pages are ready to go live as-is; incremental improvements can follow publication rather than blocking launch

Baseline Tracking

Before publishing updated PI and Family Law pages, Sebastian will send Nicole a baseline organic ranking report for both practice areas. This establishes a pre-launch benchmark to measure SEO impact over time.

"Before we start making changes to the pages, we should definitely have a set point, like this is where we started." — Nicole Hadaway

Future Content Opportunities

Action Items

• [ ] Integrate Heath's PI FAQs; remove all non-Heath attorney mentions from PI pages (@Sebastian Gant)
• [ ] Finish final two Family Law pages (@Sebastian Gant)
• [ ] Publish Madison & Waukesha location pages; update nav (add Locations, move Contact last) (@nmh)
• [ ] Email SEO doc link to Nicole's assistant to accelerate approvals (@nmh)
• [ ] Send baseline PI & Family Law organic rankings before page updates go live (@Sebastian Gant)
• [ ] Add Fathom note for high-value divorce landing page as future project (@Sebastian Gant)

Related

• ^[3]
• ^[4]
• ^[5]