Integrating a plurality of third party service interactions into a portal including a Web content management system includes receiving a data structure, associating the data structure with a selected profile out of a plurality of profiles based on the origin of the data structure, and transforming content of the received data structure, using a declarative mapping associated with the selected profile, into an intermediate data structure. The intermediate data structure may be provided to a presentation layer of the portal. A signal causing a rendering of the intermediate data structure may be triggered via a portlet of the portal to a display. Captured input from the portlet from the intermediate data structure may be transformed to the data structure using the declarative mapping associated with the selected profile. The data structure may be sent.