Embodiments described herein allow for the creation of templates from existing web pages, making it possible to create pages. Embodiments can provide visual tools so that a user can convert an existing web site or web page into a template. The template may be made available to a web content management application for the creation of web pages. According to one embodiment, a template developer can visually identify selectable portions of the web page in a rendering of the web page; receive a first component selection of a first selected portion of the web page; and store template data comprising the first component selection. A template builder can create a template and components based on the template data in a format consumable by a web content management system.