diff --git a/doc/site/index.md b/doc/site/index.md
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+++ b/doc/site/index.md
@@ -1,38 +1,88 @@
-#  hledger
+# hledger is...
 
-## lightweight, portable, dependable accounting tools
+
 
-hledger is a computer program for easily tracking money, time, or other commodities,
-on unix, mac and windows.
-It was inspired by and maintains substantial compatibility with [Ledger](faq.html#hledger-and-ledger).
-hledger is first a command-line tool, but there is also a
-web interface,
-
-and a
-Haskell library
-
-for building your own programs and
-scripts
-
-(hledger is written in Haskell).
-hledger is free software, available under the GNU GPLv3+,
-created by [Simon Michael](http://joyful.com) and [contributors](contributors.html).
+### a lightweight, dependable, cross-platform accounting tool
 
-hledger aims to help both computer experts and regular folks gain more clarity and control over their time and money
-(but currently it is a bit more suited to techies).
-Despite its limited GUI, hledger is usable, capable and reliable.
-For some of us, it is a simple, flexible, future-proof alternative to Quicken or GnuCash.
-I've been using and improving it continuously since 2007, using it to:
+hledger is a computer program for easily tracking money, time, or
+other commodities, on unix, mac and windows. Despite (because of ?)
+limited GUI features, it is usable, capable, and reliable.  For some,
+it is a simple, flexible, future-proof alternative to Quicken or
+GnuCash.
 
-- track spending and income
-- see time reports by day/week/month/project
-- get accurate numbers for client billing and tax filing
-- track invoices
+### based on Ledger
 
-To get started, you could
+hledger was inspired by and maintains substantial compatibility with [Ledger](faq.html#hledger-and-ledger),
+and is part of the enthusiastic and supportive "*ledger" community.
+
+### a command-line tool, that preserves your data
+
+hledger is first a command-line tool. It follows Ledger's philosophy:
+your data lives in a simple, safe, plain text file which you can edit
+any way you wish; hledger reads that file and produces reports of
+various kinds, without changing your data. (It can help you add new
+transactions if you want, but does not change existing ones.)
+
+### ...with a web UI
+
+hledger comes with a built-in web server providing an alternate
+[browser-based interface](manual.html#web), which offers assisted data
+entry and point and click reporting. The web and command-line clients
+can be used simultaneously.
+
+### a Haskell application and library
+
+hledger is written in Haskell, a modern and highly-regarded
+programming language which contributes to hledger's robustness,
+performance and long-term maintainability.  Most functionality is
+exposed as reusable Haskell
+[libraries](http://hackage.haskell.org/package/hledger-lib), making it
+easy to write your own hledger-compatible
+[scripts](more-docs.html#scripting-examples), [add-ons](manual.html#add-on) and
+applications.
+
+### Free software
+
+hledger is available under the GNU GPLv3+, which helps ensure that it
+will remain free and available for as long as you need it.  It has
+been developed as a community project by
+[Simon Michael](http://joyful.com) and
+[contributors](contributors.html) since 2007.
+
+### documented
+
+Complete and accurate documentation is a top priority.
+Undocumented functionality or stale docs are treated as serious bugs.
+
+### comfortable for techies, usable by all
+
+hledger aims to be useful to both computer experts and regular folks.
+Currently it is a bit more suited to power users, who appreciate the
+power of text files, revision control, scriptability and double entry
+accounting. The web interface helps make it accessible to GUI-only
+folk as well.
+
+### focussed on serving the user
+
+hledger strives to be accessible, practical and to provide real-world value.
+I've been depending on and improving it continuously since 2007, for:
+
+- tracking spending and income
+- seeing time reports by day/week/month/project
+- getting accurate numbers for client billing and tax filing
+- tracking invoices
+- building financial and time clarity and serenity
+
+I needed a tool like this badly, and I want to keep it growing and helping others who can also benefit.
+
+
+## how do I start ?
+
+You could:
 **[download](download.html)**,
 read the **[tutorial](step-by-step.html)**,
-or **[join the IRC channel](http://hledger.org/irc)** and ask questions.
+or **[join the IRC channel](http://hledger.org/irc)**
+or **[mail list](http://hledger.org/list)** and ask questions.
 
 
 
@@ -40,10 +90,12 @@ or **[join the IRC channel](http://hledger.org/irc)** and ask questions.
 
 
 
-|-------------------------|----------------------------------------------------------------------------|
-| IRC                     | [#hledger](http://hledger.org/irc) (see also [#ledger](http://webchat.freenode.net?channels=ledger&randomnick=1)) |
-| Mail list     | [hledger.org/list](http://hledger.org/list) |
-| Twitter                 | [#ledgercli](https://twitter.com/search?q=%23ledgercli&src=typd&f=realtime), @LedgerTips |
+|---------------------------|-------------------------------------------------------------------------
+| IRC                       | [#hledger](http://hledger.org/irc) (see also [#ledger](http://webchat.freenode.net?channels=ledger&randomnick=1))
+| Mail list       | [list.hledger.org](http://hledger.org/list)
+| Twitter                   | [#ledgercli](https://twitter.com/search?q=%23ledgercli&src=typd&f=realtime), @LedgerTips
+| Github                    | [code.hledger.org](http://github.com/simonmichael/hledger)
+| More...         | [Quick links](http://hledger.org/developer-guide.html#quick-links)