---
title: Connect content and presentation
---
> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).
When defining the content model, teams often forget to pause to identify content types that play crucial roles in their planned customer journeys across different channels.
In this article, you’ll learn to:
- Align your website’s presentation layer with your content strategy to support marketing goals.
- Define different presentation components to help you display data effectively on your website, drive conversions for specific products, or generate new leads with articles.
- Use page templates, sections, and widgets to create pages and tailor content based on visitors’ previous activities.
## Align your presentation layer with your content strategy
Imagine your website as a stage and the presentation layer as the spotlight. Here’s where you can tailor the customer experience. If you have correctly defined the components, you can guide visitors toward their intended actions by identifying specific areas in this layer.
> **Info:** The content model defines a conceptual framework that describes how data elements interact within the system. The content model outlines how editors will capture the data, store it in the system, what are the relationships between the data and retrieval rules to display it to customers. This model ensures clarity and consistency, guiding the organization’s data infrastructure. If you are not familiar with Xperience by Kentico, please find out more about [content modeling](https://docs.kentico.com/guides/architecture/content-modeling/content-modeling-guide.md) in our documentation.
Know your goals and desired outcomes before defining what components you need to display your content on the website. Without understanding your content strategy, the presentation layer you’ll define for your data will be incomplete.
Since you have done your content modeling sessions, you already know which types help you build your pages in your website channel.
We recommend designing website pages as a wrapper over a reusable content type stored in the Content hub. The page wrapper or page envelope stores only the data that make sense for website page-specific content, such as SEO data and search engine instructions, like no-index directives.
| **Wrapper page** | **Article reusable content type** | **Product content type** |
| ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
|  |  |  |
| You can see that the content is split into two groups: _Components for storing data_ and _Components for displaying data_.
Editors can **store data** in a structured format, including a reusable content type for _Articles_ with fields such as _title_, _teaser image_, _summary_, _text_, _article type_, or _article publication date_. They can display the _article_ data using the _Article page_ content type and enrich it with _SEO-specific_ and _OpenGraph-specific_ fields, such as _title_, _description_, and _image_. From a **presentation perspective**, you can design display components such as _Page template_, _Featured article_ widget, _Related articles_ widget, and _Call to action_ widget that editors use to display article data. | The _Article_ content type contains core fields such as the _title_, _teaser image_, _summary_, _taxonomy_, _article text_, _related articles_, _author_, and _publication date_. The article references an _Asset_ content type, which provides fields such as _media description_, _alt text_, and the _media file_ itself. _Articles_ are categorized through a _Core Taxonomy_ that supplies _tags_. Social profile information is stored within the _Social media_ content type, offering _link_, _icon_, and _label_ fields that articles can reference when needed. Author information is captured in an _Author_ content type that includes _first name_, _last name_, _job title_, _portrait_ image (refernce to an asset), _biography_, _email_, and _social media_ links (handled through social media content type). Authors can also be associated with specific companies through the _Company_ content type, which stores a _company name_ and links to an _Address_ content type containing details such as _street_, _city_, _country_, _postal code_, and _geographic coordinates_. | The _Product – Account_ content type contains core fields include the _title_, _short description_, media (referencing a separate _Asset_ type), _taxonomy_, and detailed _product information_. _Benefits_ and _Product Features_ are handled through dedicated content types. _Benefits_ store _descriptions_ or _icons_, and _Product Features_ define items such as _label_, _key_, _price_, _value_, or _availability_ via a _taxonomy group_, and can be used to compare different products alongside. The _Product – Account_ content type also includes _financial fields_, such as _annual percentage rate_ and _interest rate_, via reusable schemas, along with taxonomy‑based fields for _currencies_ and _regional availability_. Additional product‑specific fields capture requirements such as _minimum inflow_ and _overdraft limits_. |
> **Note:** Talking to our customers, we’ve seen a familiar pattern: teams not using or thinking of their content in the omnichannel mode often start with the presentation layer and define typical “pages” you’ll see in your website sitemap. [Information Architecture vs. Sitemaps: What’s the Difference?](https://www.nngroup.com/articles/information-architecture-sitemaps/) Missing the data modeling exercise that helps make the content modular, reusable, and future-friendly locks them into old patterns, leading to content duplicity, complex maintenance, and subpar content curation experience.
## Think of customer journey and conversions
Let’s look at two content types on our Kbank demo sites and see their target goals.
| **Article page** | **Product page** |
| ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Drive conversions when promoting a specific product, like a card, or a banking service, like insurance.
Generate new leads or nurture interest so visitors become leads with articles about small business successes.
Educate or inspire existing clients with articles that help them pick the right product for their needs.
Increase brand visibility and credibility. | Appropriately communicate the product’s value by displaying the correct information about the product.
Deliver information about the product that resonates with the target audience by using many visual elements leveraging reusable content.
Target your product persona better with personalized messaging. |
With a little bit of prototyping (and later, by experience), you’ll soon identify website components that will help your team achieve their goals, such as:
- Adding calls to action to guide people through their journey.
- Showing and revealing relevant information depending on the page and circumstance.
- Personalize content.