A dynamic link control object (DLCO) is positioned on a page of a web site. The web site is hosted by a content management server (CMS) that stores the page with the DLCO therein and serves same to a requestor thereof. The page as served to the requestor has a context associated therewith. The DLCO on the page as viewed by the requester displays navigation links associated with the page, where the displayed navigation links dynamically vary according to the context of the page. Thus, the DLCO on a first page with a first context may display different links as compared to the DLCO on a second page with a second context. A designer designing a page creates particular types of links on such page by placing the DLCO on the page without specifically defining each link.