Page Builder

What is Page Builder?

Page Builder is a feature in Xperience by Kentico that gives users an easy way to create and manage page content using configurable, developer-prepared widgets. It provides a visual editing interface where content editors can build pages, adjust layouts, and experiment with design without needing to write code.

In digital experience management, Page Builder helps give marketers the power to build without extensive developer assistance. Developers define the available building blocks, while editors use those components to create visually engaging pages that support business goals and adapt quickly to changing content needs.

What are the key benefits of Page Builder?

Editor-friendly content management: Gives non-technical users the freedom to create and update pages without developer support.
Flexible page layouts: Lets editors experiment with page design and structure using reusable sections and widgets.
Reusable content components: Makes it easy to maintain consistency across pages with developer-defined widgets and layouts.
Faster time to market: Helps teams launch new pages and campaigns more quickly by reducing dependency on code changes.
Developer control with user flexibility: Allows developers to fully define the editing experience while still empowering content teams.

How does Page Builder work, and why does it matter?

Page Builder is built around a hierarchy of reusable components that work together to shape page content and layout. At the top level are editable areas, which contain one or more sections. Sections define the visual layout of the page and can include one or more widget zones, where editors add widgets using a simple interface.

When connected together, these components allow developers to build flexible page frameworks while enabling editors to control the final page composition. This matters because it gives content teams more independence, reduce waiting time from development, and makes it easier to create compelling digital experiences without sacrificing design consistency or technical oversight.

How does Xperience by Kentico support Page Builder?

Xperience by Kentico includes Page Builder as a configurable feature that developers can enable within a project. Once enabled, developers can define which content types support Page Builder and create the editable areas, sections, and widgets that editors will use.

Key capabilities include:

Configurable enablement for selected content types.
Editable areas that act as top-level containers for page content.
Custom sections that define reusable page layouts.
Widget zones where editors can place content components.
Reusable widgets that support flexible page composition and content updates.
Extension methods and Tag Helpers that simplify implementation in ASP.NET Core projects.

This approach gives organizations a structured but highly flexible way to manage page creation, helping teams balance governance, usability, and creativity.

David Smith

Web Manager

Hachette Learning

“We are far less reliant on development work due to the thought put into the setup. Content management is now entirely within Kentico, reducing the need for developer involvement. The speed on both desktop and mobile is improved and the optimised search and navigation mean we have had fewer calls from schools trying to find resources.”

How do companies benefit from Page Builder?

Organizations use Page Builder to give marketing and content teams more control over the pages they create. This leads to faster campaign launches, more efficient page updates, and a smoother collaboration between technical and non-technical teams.

For teams managing multiple landing pages, campaign pages, microsites, or content-rich experiences, Page Builder reduces the need for constant developer involvement and makes it easier to keep digital experiences fresh and relevant.

Fun Fact and Industry Insight

The first web browser was also a web editor. Tim Berners-Lee’s original browser, created at CERN in 1990, was built not just to view pages, but to create and edit them too.

How does Page Builder fit into a digital experience strategy?

Page Builder plays an important role in a digital experience strategy by making content creation more agile. It helps organizations respond faster to market changes, test new ideas more easily, and maintain consistency across digital touchpoints. Within Xperience by Kentico, Page Builder supports a more collaborative workflow where developers create the framework and content teams bring experiences to life.

This makes it easier to scale digital content operations while still delivering polished, engaging, and brand-consistent experiences.

What’s the difference between Page Builder and content modeling?

Page Builder and content modeling work together, but they serve different purposes. Content modeling defines how content is structured, organized, and reused across channels. Page Builder focuses on how that content is presented on a page using editable layouts and widgets.

In other words, content modeling creates the foundation, while Page Builder provides the visual framework editors use to assemble engaging pages. Xperience by Kentico supports both, helping organizations balance structured content management with flexible page design.

Frequently Asked Questions.

No. Prompt engineering is primarily a communication skill. Understanding what an AI model needs to produce a useful result (clear task definition, relevant context, format instructions, and appropriate constraints) does not require programming knowledge. Non-technical marketers, content strategists, and operations professionals regularly become effective prompt engineers through practice and iteration.

A good prompt is specific about what is being asked, provides the context the model needs to interpret the request correctly, specifies the format and tone of the expected output, and sets any relevant constraints (what to avoid, what not to assume). Testing and iteration are fundamental to good prompt design: the first version of a prompt is rarely the best version, and small wording changes can produce meaningfully different results.

A system prompt is a set of instructions given to an AI model before the user interaction begins. It defines the model's role, operating constraints, tone, and behavioral rules for the entire session or workflow. System prompts are how agentic AI tools, including the agents in the AIRA Agentic Marketing Suite, are configured to behave appropriately for a specific organizational context. Users typically do not write system prompts themselves; they are set by administrators or platform configuration.

Asking an AI a question is a single interaction with no particular structure. Prompt engineering is a deliberate practice: it involves understanding how the model processes input, designing prompts that consistently produce useful output, testing variants, and refining over time. The difference becomes most apparent at scale: when the same task is performed repeatedly, a well-engineered prompt produces consistently better results than an improvised question.

Prompts are partially portable. The underlying principles (clarity, context, format specification, constraint setting) apply across all major language models. However, different models respond differently to the same phrasing, and a prompt optimized for one model may need adjustment to perform equally well on another. Testing prompts on the specific model they will be used with is good practice, particularly for high-volume or high-stakes use cases.

Prompt injection is a security concern where malicious instructions are embedded in content that an AI agent reads and processes, causing the agent to perform unintended actions. For example, a web page an AI agent is instructed to summarize might contain hidden text telling the agent to ignore its instructions and do something else instead. Marketers using AI agents that read external content (web pages, user submissions, third-party documents) should be aware that the platforms and agents they use need to be designed with prompt injection safeguards in place.