diff --git a/README.md b/README.md
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--- a/README.md
+++ b/README.md
@@ -1,3 +1,30 @@
 # pelican-alchemy
 
-Demo!
+pelican-alchemy demo website!
+
+## Fork / Clone the repo
+
+If you haven't already, clone this repo (or your version of it), and:
+
+    $ git submodule init
+    $ git submodule update
+
+## Install Pelican & friends
+
+Use `pip` to install the list of dependencies (including Pelican) into your virtual environment:
+
+    $ pip install -r requirements.txt
+
+## Generate the website
+
+Now that the dependencies exists, we can build:
+
+    $ make html
+
+This takes the Markdown files from the `content/` directory and generates static HTML pages inside the `output/` directory.
+
+## Preview the website
+
+You can serve the generated site so it can be previewed in your browser:
+
+    $ make serve