1. A content authoring application tool comprising means for displaying (i) a tree structure of a web page, the web page being a source of content elements and the tree structure including references to said content elements, and (ii) a web page content template, the web page content template being displayed alongside the tree structure; means for dragging content references from the tree structure into the web page content template thereby to specify how content elements from the web page are to be captured and formatted for later presentation, the content references describing location of objects within the web page; means for modifying names of the content references within the template; and means for marking repeating groups of the content references within the template.