A tool for a website building system (WBS) includes a database storing text options formed of a hierarchical data structure (HDS) associated with a field role, based on information gathered internally and externally to the WBS, each HDS having nodes and sub-trees representing field content, text paragraphs and sentences; a role determiner to determine a field role for an editable text field of a web site edited or generated with said WBS; an analysis engine to make at least one text option recommendation from the database for the field role; an HDS editor to enable a user to select one recommended text option and to edit a local instance of an HDS of the text option including editing nodes and sub-trees of a local instance of the HDS and a text generator to linearize the local instance and to generate the text for site generation for an editor of the WBS.