1. A non-transitory computer readable medium storing instructions that, in response to execution, cause a system including a processor to perform operations, comprising: recording clickstream data associated with input received by the system from a device associated with an entity in connection with a navigation of a website by the entity; building a behavioral portrait by generating respective scores for one or more psychological attributes based on employing a defined process on actions represented by the clickstream data, wherein the defined process comprises assigning respective weights to possible actions that are able to be taken during the navigation based on respective categories of the possible actions and respective lexical analyses of the possible actions, and wherein the actions represented by the clickstream data are a subset of the possible actions; reconfiguring web content of the website based on the behavioral portrait resulting in reconfigured web content; and transmitting at least a portion of the reconfigured web content to the device in connection with an additional navigation of the website by the entity.