A website building system (WBS) comprises: a pool of content items to be displayed on a website being built; a set of views which can be used to display the items, each view being a template for a section of a web page of said website; a dynamic matching and adaptation module to dynamically provide an appropriate view for each content item for displaying the content item on the website. The dynamic matching and adaptation module performs at least one of: locating a matching view from the set of views; constructing a matching view on-the-fly; locating a matching view from the set of views and then modifying the located view.