Web pages that share a common layout and/or functionality are associated with at least one master page and at least one endpoint page. Each master page specifies a common layout and/or functionality that are intended to be shared between the web pages. The master pages also include content place holders that identify content segments that are intended to be replaced by content that is obtained from the at least one endpoint page. When a client system requests one of the web pages, the server system merges the appropriate master page and endpoint page into a resulting page that can be rendered as the requested web page by the client system. This enables web pages sharing common features to be created automatically, in real-time, and transparently to the client system, and without having to redundantly store duplicative content for each of the web pages at the server system.