WIS 38 turns to the northwest at the intersection of State and Memorial Drive, becoming Northwestern Avenue.

Just outside the town of Franksville, WIS 38 turns north until it reaches County Trunk Highway G at Six Mile Road.

In Milwaukee County, most of WIS 38 is known as South Howell Avenue, and runs parallel to Interstate 41/Interstate 94 (I-41/I-94).

South 6th Street continues north across a viaduct into downtown Milwaukee.

Landmarks along the highway include: The section of WIS 38 between Oakwood Road in Oak Creek and Northwestern Avenue near Franksville is currently in the developmental phase for complete reconstruction and relocation.