In a simulation project, a good conceptual model representation is critical for communicating conceptual models between stakeholders. A conceptual model describes the problem domain and model specifications. The description of the problem domain includes the objectives, inputs, outputs, content, assumptions and simplifications made in the model. The model specifications are used to specify the model’s behavior. This article focuses on the representation of the model content (structure, boundary and level of detail) component of an agent-based simulation (ABS) model. For this, we propose the use of Business Process Model and Notation (BPMN) from the Object Management Group. A Web-based visual modeling tool has been developed using JavaScript to demonstrate how BPMN can be used to represent an ABS conceptual model and how the tool translates the conceptual model into code ready for execution using Repast HPC.