A text content generation (TCG) system to generate text for a text field for a website building system (WBS). The TCG system includes a data gatherer to gather text samples from sources internal and external to the WBS; an analysis engine to analyze the text samples and to identify common text structures, substructures and website contexts; an HDS creator to receive the output of the analysis engine and to create a hierarchical data structure (HDS) definition for each text sample accordingly, the HDS creator to also create associated rules for handling the application and behavior for each HDS, where each HDS describes a text element alternative for a given field role and a content management system (CMS) to store the HDS definitions and the text samples.