Abstract: A system (100) for creating web content that is activatable for delivery to a communications service (101) is closed. In one embodiment, the system includes an interface (102) for receiving content configuration information from a content provider (104) and an engine (106) for processing the content configuration information (102) to generate program code for distribution to one or more nodes (108) of a computer network (110). Each node (108) executes the program code to display, on execution of the program code, an activatable control to a content viewer (111). The program code is configured to respond to a content viewer (111) activating the control to receive a communications service identifier from the content viewer (111) and to initiate delivery of content to the identified communications service in accordance with the configuration information. A method of creating web content that is activatable for delivery to a communications service is also disclosed.