A tool for a website building system (WBS) with a WBS editor includes a database, an HDS editor, and a recommender component. The database stores a plurality of text options, where a text option is formed of a hierarchical data structure (HDS). The HDS editor enables a user to create, edit, and select a text option from the database for an editable text field, and the selected text option is associated with a content characteristic. The recommender is component configured to provide a media recommendation for a non-text field within the WBS editor, where the media recommendation is based on the content characteristic of the selected text option.