How does the Web2Business website handle cookie consent and analytics?

Through a custom consent banner connected to Google Tag Manager in Google Consent Mode. Until a visitor chooses their settings, all consents are off. Once they decide, the banner passes to GTM only the consents the visitor ticked, and those control whether GA4 and the Meta pixel run.

Multilingual website for a marketing agency

Web2Business: an agency website with language versions and an admin panel for publishing content

Web2Business serves clients in Poland and abroad, but its old website showed only part of its offer and made publishing case studies hard. We built the marketing agency a multilingual website in Astro with a Payload CMS panel where the team publishes content itself. In the first full quarter after launch, with the team publishing regularly, organic traffic grew by 98%.

It was much more than just “building a website”: we got strategic support that helped turn our business goals into an effective, functional website.

Maciej Kochan, Co-Founder of Web2Business

/ Project facts

Client

Web2Business (W2B)

Industry

Marketing

Services

Custom websites Maintenance

Technologies

Astro React Cloudflare Tailwind PayloadCMS

Scope of work

workshops information architecture visual design refinement animations and interactive elements headless CMS multilingual site platform migration launch analytics maintenance

Results

+98 %

organic traffic growth
+99 %

search impressions growth
100 /100

desktop performance score

Open the website w2b.agency

w2b.agency home page: header, client logos, globe with counters, collaboration stages, agency strengths and case studies with reviews — The top of the home page shows the agency's scale right away, on the globe and in the counters, followed by the collaboration stages and clients' results with their reviews.

/ 01 problems and challenges

An agency with clients abroad had outgrown a website that showed only part of its offer

Web2Business, W2B for short, is a digital marketing agency from Warsaw. It handles SEO, runs campaigns on Google, Meta, TikTok and LinkedIn, and produces graphics and video. It has served over 100 clients from Poland, Europe, the United States and other parts of the world. A marketing agency with that reach needed a website that would show its scale and its clients' results, and present the offer to foreign companies in their own language. The W2B team also wanted to publish case studies, articles and specialist profiles on their own, without involving a developer.

Until 2025 the agency had a WordPress site at the old address web-2-business.com, with Polish and English versions based on a translation plugin. The site described only five services, though W2B's offer was already broader. Case studies were hard to present on it, and every content expansion was a hassle.

What had to be solved

Multilingual setup: a separate page for every service in every language version, with a URL and search description in that language.
Showing results and the team: case studies with numbers, client reviews and specialists you can get to know before the first call.
Self-service publishing: case studies, blog posts and profiles of new team members added by the W2B marketing team without a developer.

/ 02 our process

Design and copy from the W2B team, technology and admin panel from us

This was a partnership project, and the division of work shows even in the site footer: “Designed by W2B & Developed by WebProfessor”. The Web2Business team prepared the visual concepts and SEO-driven copy. We planned the site structure with the agency, gave the concepts their final shape and built the site together with the content management panel.

The work went in this order:

Workshop and needs analysis
We started with a workshop with the Web2Business team, where we talked through the agency's technical needs and its goals on the markets it serves. The agency gave us data on its clients, sales process and growth plans, and we based the site structure on that.
Information architecture and URLs for each language version
We mapped out the structure so that every service had its own page and new services and case studies could be added without rebuilding the site. Together with W2B we planned separate URLs for each language version, e.g. /pozycjonowanie-lokalne/ in Polish and /en/local-seo/ in English.
Visual design refinement
Working from the concepts prepared by W2B, we refined the layout, the visual details and the behavior of the interactive elements. That is how the globe with countries and the animated collaboration process cards came about, among other things.
Content model in Payload CMS
In the panel we designed separate collections for what the agency publishes regularly: case studies with results, blog posts, team profiles and client reviews. The fields in each collection match what appears on the site, so someone from marketing adds a new entry without knowing any code.
Launch on the new domain
We built the site in Astro and deployed it on Cloudflare, with the panel running on a separate server. The site went live at the new address w2b.agency in 2025.

How the multilingual setup works: separate URLs, descriptions and a language switcher

The site has a Polish and an English version. Every service page has a counterpart in each language version with a translated URL, title and search description. The W2B team fills in the content of all versions in one panel, for example the English specialist bios.

Visitors from abroad are sent to the English version based on their location. The language switcher takes them to the same page in the chosen version, not to the home page. The agency runs its blog only in Polish, so on blog pages the switcher does not offer an English version and nobody lands on an empty page.

A Payload CMS panel where the agency publishes case studies, posts and team profiles on its own

A case study in the panel has a service category (SEO or Google Ads), an author, a date, the body and the results, which the site shows in tiles. On the page it also gets a table of contents and a block inviting the reader to book a meeting. The same data feeds the cards on the home page, where a client review with the client's logo sits next to two numbers. The agency adds reviews in the panel separately and assigns each one to a specific client.

A specialist profile is a photo, job title, bio and LinkedIn link. A blog post has a category, an author, a date and a table of contents, and every category, e.g. SEO, Meta Ads or LinkedIn Ads, has its own page listing its posts. Several people on the W2B team publish posts, each from their own account. Account permissions define which sections of the panel each person can edit.

Two home page elements we refined and coded based on W2B's concepts.

Globe section on the W2B home page: highlighted countries, a United Kingdom card with services and four agency counters — 01 The globe shows the countries where W2B delivers its services, and hovering over a country reveals what the agency does there. It loads when the visitor scrolls down to it, so it does not slow down the initial page load.

w2b.agency

02 Five collaboration stages in cards that overlap as you scroll. A company knows what to expect before it books a consultation.

/ 03 technology and analytics

Technology choices

We built the frontend in Astro, with styles in Tailwind. Every page reaches the browser as ready-made HTML, and React runs only in the interactive elements: the globe, the case study and team sliders, the language switcher, forms and counters. Search engines can therefore read the content of every language version right away, without waiting for scripts to run.

The site loads the rest of its JavaScript only when it is needed: the slider, form and FAQ scripts start when those sections appear on screen, and the globe with the world map, the heaviest element on the site, fetches its code when the visitor scrolls near it. This keeps the first screen loading fast. We wrote the card animations in GSAP. They kick in from tablet width upward, so they do not put extra load on phones.

Content is managed in Payload CMS, an open-source system we run on a separate VPS. We chose it because Web2Business wanted full control over its data and the freedom to add new features without the limits of off-the-shelf plugins.

The site is served by Cloudflare, so visitors from Poland, the United Kingdom or the United States get it from a server close to them.

Analytics, consent and consultation booking

We connected Google Tag Manager, where the agency runs Google Analytics 4 and the Meta pixel. Which of these tools fire is decided by the consent banner. We built it as part of the site and connected it to Google Consent Mode. Until a visitor chooses their settings, all consents are off, and once they decide, the banner passes to GTM only the ones they ticked.

Visitors book a consultation without leaving the site: the free consultation buttons open a Calendly calendar in a popup. After booking, they land on a separate thank-you page that tells them when to expect confirmation of the slot.

Content the W2B team publishes on its own in the Payload CMS panel.

Case study list on the W2B website: Google Ads and SEO filter and the first row of cards with dates and categories — 03 The filter lets a visitor jump straight to results from the service they are interested in. The team picks the category the filter uses in the panel when adding a case study.

Case study card on the W2B home page in the mobile version: two campaign results and a client review — 04 On mobile, the card fits two results and a client review on one screen. The results come from the case study, and the review from the reviews collection in the panel.

Local SEO page in the English version of the W2B website, with the language switcher expanded in the header showing PL and EN options — 05 The English version of the service has its own URL, /en/local-seo/. From here the language switcher goes straight to its Polish counterpart, /pozycjonowanie-lokalne/, not to the home page.

Meet our team section on the W2B About us page: photos, job titles, LinkedIn icons and the opening lines of specialist bios — 06 You can get to know the specialists before the first call. The agency adds a new person in the panel itself: photo, job title, bio and LinkedIn link.

/ results

+98 % organic traffic growth

Q3 2025 vs Q2 2025
Source: Web2Business analytics data
+99 % search impressions growth

Q3 2025 vs Q2 2025
Source: Web2Business analytics data
100 /100 desktop performance score

home page
Source: Lighthouse 12.8

We compare organic traffic and search impressions quarter over quarter: Q3 2025, the first full quarter after the new site launched, against Q2 2025. Web2Business handles its own SEO and has been publishing case studies and articles regularly since launch, so the growth is the combined effect of the new site and the agency team's work on content.

We measured home page performance in Lighthouse 12.8, with the same desktop settings as Google PageSpeed Insights, which also runs on Lighthouse. The score is the median of three runs.

Lighthouse results for the w2b.agency home page on desktop: performance 100, accessibility 92, best practices 100, SEO 100

About the Client

Industry: Marketing

Location: Poland - Warsaw

Company Size: 11-20

Founded: 2023

Web2Business is a digital marketing agency from Warsaw, run by its founders, Maciej Kochan (CEO) and Stanisław Żakowski (CMO). The agency handles SEO for websites and online stores, Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads and Pinterest Ads campaigns, LinkedIn outreach campaigns, as well as graphic design, video and animation.

According to the figures on the agency's website, W2B has served over 100 clients, and the budgets spent on the campaigns it has run have passed PLN 4 million. The team is made up of over a dozen specialists with at least five years of experience each.

The agency works for companies from Poland, Europe, the United States and other parts of the world, and the globe on its website marks over 30 countries where it delivers its services. It presents itself to clients as their external marketing department, with regular status meetings and a shared channel on Slack or WhatsApp.

Maciej Kochan

Co-Founder of Web2Business

"The WebProfessor team built an extensive website for our marketing agency and guided us through the whole process, from workshops and needs analysis, through creative advice full of ideas, to the final launch. It was much more than just “building a website”: we got strategic support that helped turn our business goals into an effective, functional website.

The end result is a website that presents our brand professionally, and also builds client trust and supports our marketing and sales. You can tell every stage was thought through and the project was delivered with attention to detail and real business impact.

What matters is that our collaboration did not end when the project was handed over: we have built a longer-term relationship with WebProfessor, in which they support us as a technology partner, and sometimes our clients as well. For us that is enormous value and the certainty that we have a solid partner at our side we can count on.

Highly recommended!"

Web2Business is our partner, also on projects for the agency's clients

We were already working with Web2Business before we started on its new website. Since launch we have been looking after the site and its panel under our maintenance service, building new features and advising the agency on technology.

From time to time we also support W2B's own clients. The agency runs their marketing, and we take care of the technology: websites, integrations and their upkeep.

Do you run a marketing agency and need a technology partner? You handle strategy, campaigns and content, and we design, build and maintain your clients' websites and applications. We agree the scope of the partnership for each project.

Just need a website for your own company? A site with language versions and a panel where you publish content yourself is something we build for companies in other industries too. W2B's old site ran on WordPress, so if yours does as well, see how a migration from WordPress to Astro works.

Running an agency or planning a multilingual website?

Tell us whether you are looking for a technology partner for your agency's clients or a website for your own company. We will prepare an initial quote.

Book a meeting

/ questions

Questions that come up after reading this case study

Each language version, Polish and English, has its own URLs. Service pages have counterparts with a translated URL, title and description, e.g. /pozycjonowanie-lokalne/ and /en/local-seo/. The language switcher takes you to the same page in the chosen version, and the W2B team edits the content of all versions in one admin panel. The blog is the exception: the agency runs it only in Polish, so on blog pages the switcher does not offer an English version.

Web2Business wanted full control over its data and a panel that can be extended without the limits of off-the-shelf plugins. That is why content is managed in Payload CMS on a separate server, with collections tailored to the agency's content: case studies, blog, team and reviews. The site is built with Astro, which sends ready-made HTML to the browser and adds JavaScript only in interactive elements, so search engines read the content of every language version right away.

Yes. In the Payload CMS panel, members of the marketing team add case studies with results, blog posts, specialist profiles and client reviews, each from their own account.

The W2B team prepared the visual concepts and the copy, and we, WebProfessor, built the site. We planned the site structure with the agency, refined the layout and interactive elements, implemented the Astro site, the Payload CMS panel and analytics, and since launch we have handled maintenance.

Yes, especially if you have clients abroad. A similar setup works for an agency, a software house or a law firm. The panel sections and the list of services depend on your business, but the foundation stays the same: a multilingual website in Astro and a panel where the team publishes content on its own.

Yes. That is how we work with Web2Business on projects for its clients: the agency runs the marketing, and we take care of the websites, integrations and maintenance. We agree the scope for each project, from a single website to ongoing maintenance of several sites.

So, shall
we begin?