Project Goals and Starting Point
Web2Business is a large marketing agency with a team of over a dozen experts that has expanded operations to 7 European countries. The company currently manages advertising budgets exceeding 1 million PLN annually and has served over 100 clients.
The previous website did not reflect this scale of operations. It was visually outdated, functionally limited, and most importantly - did not support international expansion. Lack of multilingual support, poor SEO optimization for different markets, and difficult case study portfolio presentation hindered business growth.
Key project challenges:
- Creating a multilingual platform ready for international expansion
- Designing content architecture for complex service offerings (SEO, Google Ads, Facebook Ads, video marketing)
- Implementing a case study and blog article management system
- Optimization for advertising campaigns in different markets
- Ensuring scalability for growing team and offerings
Analysis and Design Process
One of the most important aspects of the project was implementing multilingual support. Web2Business serves clients not only in Poland, but also in the United Kingdom, Germany, Netherlands, United States and other countries.
We started with an intensive workshop with the Web2Business team. We analyzed not only technical needs, but primarily business goals in each of the served markets. The W2B team provided detailed data about their clients, sales processes, and development plans.
Based on this, we designed an information architecture that supports the sales funnel for different types of clients - from local companies to international corporations. Together we planned an SEO-friendly URL structure for international markets, with dedicated paths for different language versions.
Taking into account the complexity of Web2Business offerings (from SEO, through PPC campaigns, to video marketing), we designed a flexible content architecture that allows for easy addition of new services and case studies.
Comprehensive Content Management System
One of the biggest challenges was creating an advanced CMS in PayloadCMS that enables the agency team to independently manage the most important content. We designed and implemented from scratch:
- Case studies system - with the ability to add detailed project descriptions, photo galleries, results and client testimonials
- Team management - adding new team members with descriptions, photos, specializations and social media channels
- Multilingual blog - with categories, tags, SEO meta-data and publishing system for different markets
- Reference sections - ability to add and edit testimonials from different markets
Every element of the system was designed to be intuitively understandable for the marketing team - without the need for technical knowledge. Additionally, we implemented a roles and permissions system, so different team members can manage only their assigned sections.
To emphasize the international character of the agency and engage users, we also implemented a series of custom interactive solutions - including:
- interactive globe presenting Web2Business client locations worldwide
- animated process or benefit cards
- subtle scroll-responsive animations that guide users through key content
These solutions not only distinguish Web2Business from the competition, but also build trust by transparently showing the scale and effects of operations.
We also added multilingual support with automatic redirects based on user geolocation, dedicated meta-tags for each market, and localization of contact forms.
Technology Choice
For this project, we used modern technologies adapted to the specific needs of a marketing agency managing multi-million budgets.
Frontend: Astro with React components ensures lightning-fast loading and excellent SEO conditions in all markets.
CMS: PayloadCMS running on a dedicated VPS. This choice was strategic - Web2Business needed full control over client data and flexibility in adding new functionalities.
The system enables the team to:
- Content management independence - each team member can add case studies, update portfolio and publish articles without programmer help
- Quality control - built-in verification systems and suggestions help maintain brand consistency
- Easy expansion - adding a new market or language is a matter of a few clicks
- Client data security - all data remains on the agency’s own servers
This solution brings enormous operational benefits - the team can respond in real time to client needs, add new projects to the portfolio or publish updates without waiting for technical support.
Infrastructure: Cloudflare with global CDN ensures speed of operation in all markets - from Poland to the United States.
The website was integrated with the full ecosystem of tools used by the agency: Google Analytics 4, Google Tag Manager, Facebook Pixel.
We also implemented a precise set of GDPR-compliant analytics tools that enable tracking conversions and user behavior in compliance with local regulations — supporting further optimization of marketing campaigns.
Final Results
The new platform was launched in Q2 2024 and fulfilled all project assumptions. The website now reflects the true scale of Web2Business operations - presenting a professional image of an agency managing budgets exceeding 1 million PLN annually and serving clients in 7 countries.
The multilingual architecture enabled effective expansion into new European markets, and the advanced content management system gave the team full autonomy in updating the portfolio and publishing articles.
The final result is a modern, functional platform that not only beautifully presents the Web2Business brand, but also effectively supports sales processes and has become the central tool for all the agency’s marketing activities.
What’s Next?
The new website is a solid foundation for Web2Business’s further development. The company continues expansion in international markets and plans to intensify marketing campaigns, using the website as a central tool for client acquisition and brand building.
Our cooperation with Web2Business did not end with website implementation. As a technology partner, we support the agency through technical support - ongoing maintenance, functionality development and strategic consulting. This partnership allows Web2Business to focus on delivering marketing results to clients, while we take care of the technological infrastructure supporting this success.
