Fix and improve the instructions in the README.

diff --git a/README.md b/README.md
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--- a/README.md
+++ b/README.md
@@ -1,33 +1,48 @@
 # pgopen2017
-PostgresOpen 2017
-
-This site is built by using the PG.EU static deployment tool.
-
-Clone this repo and the PG.EU one from https://git.postgresql.org/gitweb/?p=pgeu-website.git;a=summary
-
-Packages that are needed on a Debian system include:
-
+## PostgresOpen 2017 Web Site
+This site is built by using the PG.EU static deployment tool. Packages that are needed on a Debian system include:
+```
 python
 python-jinja2
 python-dateutil
+```
+
+## Preparation
+First create the target directory and clone this repo and the PG.EU one from https://git.postgresql.org/gitweb/?p=pgeu-website.git;a=summary
+```
+WORKDIR="/path/to/your/workdir"
+cd "${WORKDIR}"
+git clone https://github.com/PostgresOpen/pgopen2017.git
+git clone https://git.postgresql.org/git/pgeu-website.git
+mkdir 2017.postgresopen.org
+```
 
 Create your own context.override.json by copying the context.json and adjusting
 the values as necessary.  For example:
-
-In the context.json there is:
-
+```
+cd "${WORKDIR}/pgopen2017/templates"
+cp context.json context.override.json
+vi context.override.json
+```
+
+In context.override.json there is:
+```
 "linkbase": "https://2017.postgresopen.org/",
-
-For delpoying locally, you could copy the context.json to context.override.json and change that to:
-
-"linkbase": "file:///path/to/your/static/directory/2017.postgresopen.org/",
-
-The same for 'mediabase', and also include:
-
+```
+
+For deploying locally, you could change that to:
+```
+"linkbase": "file:////path/to/your/workdir/2017.postgresopen.org/",
+```
+The same goes for 'mediabase'. Also add this line to context.override.json following the mediabase line:
+```
 "githash": "",
-
-Then run:
-
-pgeu-website/tools/deploystatic/deploystatic.py `pwd`/pgopen2017 `pwd`/2017.postgresopen.org
+```
+## Deployment
+Finally, run the following to deploy:
+```
+cd "${WORKDIR}"
+pgeu-website/tools/deploystatic/deploystatic.py $(pwd)/pgopen2017 $(pwd)/2017.postgresopen.org
+```
 
 The static website should be created into the 2017.postgresql.org directory.