OrellBuehler · OrellBuehler · Aug 23, 2026 · Aug 22, 2026 · Aug 23, 2026 · Aug 23, 2026
diff --git a/README.md b/README.md
@@ -11,6 +11,8 @@ Kerf is a cross-platform desktop editor with an **embedded MCP server**, so an L
 **same engine the GUI uses, on the same live project** — and it can actually *see* the
 frames it's editing. Nothing is re-encoded until you export.
 
+**[kerf website](https://orellbuehler.github.io/kerf/)** · [download](https://orellbuehler.github.io/kerf/#get) · [FAQ](https://orellbuehler.github.io/kerf/#faq)
+
 [![CI](https://github.com/OrellBuehler/kerf/actions/workflows/ci.yml/badge.svg)](https://github.com/OrellBuehler/kerf/actions/workflows/ci.yml)
 [![Release](https://img.shields.io/github/v/release/OrellBuehler/kerf?color=e29d2e&label=release)](https://github.com/OrellBuehler/kerf/releases)
 [![License](https://img.shields.io/badge/license-PolyForm%20Noncommercial-22b4c4.svg)](./LICENSE.md)
@@ -20,13 +22,6 @@ frames it's editing. Nothing is re-encoded until you export.
 
 </div>
 
-<div align="center">
-
-<!-- Drop a screenshot of the full editor here. See docs/img/README.md for the shot list. -->
-<img src="docs/img/screenshot-editor.png" alt="Kerf editor — multi-track timeline, preview, and agent panel" width="880" />
-
-</div>
-
 > A _kerf_ is the slit a saw leaves behind — the cut itself. Kerf edits
 > non-destructively: your timeline is an edit list over the original media, and
 > nothing is re-encoded until you hit export.
@@ -80,14 +75,6 @@ agent isn't scripting a black box; it drives the identical engine — and its ed
 | **Agent workflow** | 78 MCP tools, **staged edits with a reviewable diff**, a persisted task queue, and a fully revertible edit history attributed to user / agent / system. |
 | **Auto-update** | The app updates itself from its own GitHub releases; a bundle only installs if its **minisign signature** verifies against the embedded public key. |
 
-<div align="center">
-
-<!-- Agent panel + inspector screenshots. See docs/img/README.md. -->
-<img src="docs/img/screenshot-agent.png" alt="Kerf agent panel — task queue and edit history" width="430" />
-<img src="docs/img/screenshot-inspector.png" alt="Kerf inspector — effects, keyframes, and overlays" width="430" />
-
-</div>
-
 ---
 
 ## Quickstart

diff --git a/docs/img/README.md b/docs/img/README.md
@@ -15,23 +15,25 @@ Capture these from the running desktop app (dark theme, a real project loaded) a
 them here with the **exact filenames** below. PNG, retina if you can. Aim for a populated
 timeline — a few clips across two or three tracks, a waveform, a scene marker or two.
 
-| Filename                     | What to capture                                                                 | Used by                  |
+| Filename                     | What to capture                                                                 | Wire into                |
 | ---------------------------- | ------------------------------------------------------------------------------- | ------------------------ |
-| `screenshot-editor.png`      | The **full editor** window — title bar, media bin, preview, multi-track timeline. Hero shot. | README                   |
-| `screenshot-agent.png`       | The **agent panel** — task queue (a `ready` task with Apply/Dismiss) + history. | README                   |
-| `screenshot-inspector.png`   | The **inspector** — an effects chain, the Transform/keyframe panel, or overlays. | README                   |
+| `screenshot-editor.png`      | The **full editor** window — title bar, media bin, preview, multi-track timeline. Hero shot. | README, under the badges |
+| `screenshot-agent.png`       | The **agent panel** — task queue (a `ready` task with Apply/Dismiss) + history. | README, after Features   |
+| `screenshot-inspector.png`   | The **inspector** — an effects chain, the Transform/keyframe panel, or overlays. | README, after Features   |
 
-Only those three are referenced today. `screenshot-timeline.png` (a tight crop of the
-timeline — clips, waveforms, beat ticks, playhead) is a nice-to-have you can add and wire
-into the features section later.
+**Nothing references these yet.** The README used to carry `<img>` tags for all three and
+rendered three broken-image placeholders on the repo page instead, so the tags were
+removed — add one back next to the file you drop in, not before. `screenshot-timeline.png`
+(a tight crop of the timeline — clips, waveforms, beat ticks, playhead) is a nice-to-have
+for the features section.
 
 Tips:
 - Hide any OS chrome; capture just the app window.
 - A 16:10-ish crop reads best in the README hero (≈ 880 px wide as displayed).
 - Keep the amber playhead visible — it's the brand's signature.
 
-Until these exist, the `README` shows broken-image placeholders where they go. The
-landing site no longer embeds them — it renders animated CSS/SVG mockups instead.
+The landing site does not embed them either — it renders animated CSS/SVG mockups
+instead — so a shot dropped here is a README-only change until you wire it in there too.
 
 ## `og.png` — the social-card image
 

diff --git a/site/assets/css/kerf.css b/site/assets/css/kerf.css
@@ -633,6 +633,37 @@ code {
   line-height: 1.7;
 }
 
+/* ---------------- FAQ ---------------- */
+.faq-grid {
+  display: grid;
+  grid-template-columns: 1fr 1fr;
+  gap: 18px 28px;
+}
+@media (max-width: 760px) {
+  .faq-grid {
+    grid-template-columns: 1fr;
+  }
+}
+.faq-item {
+  min-width: 0;
+  border-top: 1px solid var(--border-subtle);
+  padding-top: 18px;
+}
+.faq-item h3 {
+  font-family: var(--font-display);
+  font-weight: 600;
+  font-size: 17px;
+  line-height: 1.3;
+  margin: 0 0 8px;
+  color: var(--text-primary);
+}
+.faq-item p {
+  margin: 0;
+  color: var(--text-secondary);
+  font-size: 15px;
+  line-height: 1.65;
+}
+
 /* ---------------- Footer ---------------- */
 .footer {
   border-top: 1px solid var(--border-subtle);

diff --git a/site/content/_index.md b/site/content/_index.md
@@ -1,3 +1,3 @@
 ---
-title: "Kerf — the video editor your AI can drive"
+title: "Kerf — the AI video editor your agent can drive"
 ---
diff --git a/site/data/faq.yaml b/site/data/faq.yaml
@@ -0,0 +1,52 @@
+# One source of truth for the FAQ: layouts/partials/faq.html renders these as
+# visible page copy, and partials/schema.html emits the same pairs as FAQPage
+# JSON-LD. Google requires the answer it shows to be present on the page, so
+# these must never drift apart — hence one file, two consumers.
+- q: What is Kerf?
+  a: >-
+    Kerf is a free, cross-platform desktop video editor for non-destructive video and
+    audio editing. What makes it different is the embedded MCP server: an AI assistant
+    can analyze your footage, look at real frames, and assemble the cut through the same
+    engine the GUI uses — on the same live project you have open.
+- q: How is Kerf different from an AI video editor with a chat sidebar?
+  a: >-
+    Most tools bolt a chatbot onto an editor and let it script a black box. Kerf inverts
+    that: the editor is an API, exposed twice over one shared project — as the GUI you
+    click, and as 78 Model Context Protocol tools an agent calls. There is no import or
+    export round-trip and no second copy of the truth.
+- q: Which AI assistants can drive Kerf?
+  a: >-
+    Any MCP client. The desktop app hosts a streamable-HTTP MCP server on
+    127.0.0.1:7777/mcp, so Claude Code, Claude Desktop or any HTTP-capable Model Context
+    Protocol client connects with a single command and starts editing.
+- q: Does the AI change my timeline without asking?
+  a: >-
+    No. Agent edits build a staged proposal, not your cut. The review card shows a real
+    diff — added, cut, moved, retrimmed — and you can watch the proposed timeline play
+    before you apply it as one revertible revision, or discard it.
+- q: Is Kerf free?
+  a: >-
+    Yes, free to download and free for noncommercial use under the PolyForm Noncommercial
+    1.0.0 license. The full source is on GitHub, and installers for macOS, Windows and
+    Linux come straight from the latest release — no account needed.
+- q: Which platforms does Kerf run on?
+  a: >-
+    macOS 10.15 or later (Apple silicon and Intel .dmg), Windows 10/11 x64 (.exe
+    installer or .msi) and Linux x86_64 (AppImage, .deb, .rpm). The app keeps itself up
+    to date over a signature-verified update feed.
+- q: Do I need FFmpeg installed?
+  a: >-
+    On Windows, no — FFmpeg is bundled. On macOS and Linux, Kerf uses a system ffmpeg on
+    your PATH (brew install ffmpeg, or your distribution's package). The engine drives
+    the ffmpeg and ffprobe binaries, so the development libraries are never required.
+- q: What does non-destructive editing mean in Kerf?
+  a: >-
+    Your timeline is an edit list over the original media: a clip is just a source range
+    at a timeline position. Cuts, effects, colour and keyframes edit that data, never the
+    files. Sources are read once, at export — nothing is re-encoded before then.
+- q: Can Kerf edit 360 and Insta360 footage?
+  a: >-
+    Yes. Spherical footage is detected on import and clips cut from it are reframed to an
+    ordinary flat shot: aim a virtual camera with yaw, pitch, roll and field of view, and
+    keyframe the pan. An Insta360 lens pair imports as one asset — Kerf stitches the two
+    fisheyes into an equirectangular sphere and caches it.
diff --git a/site/hugo.toml b/site/hugo.toml
@@ -1,13 +1,30 @@
 baseURL = "https://orellbuehler.github.io/kerf/"
 languageCode = "en-us"
-title = "Kerf — the video editor your AI can drive"
+title = "Kerf — the AI video editor your agent can drive"
 enableRobotsTXT = true
 
-# Single landing page; no taxonomies/RSS clutter.
-disableKinds = ["taxonomy", "term", "RSS", "sitemap"]
+# Single landing page; no taxonomies/RSS clutter. The sitemap stays on — it is
+# what robots.txt points crawlers at, and a project page on a shared
+# github.io host is not discovered from a domain root.
+disableKinds = ["taxonomy", "term", "RSS"]
+
+[sitemap]
+  changefreq = "weekly"
+  priority = 1.0
 
 [params]
-  description = "Kerf is a non-destructive, FFmpeg-backed desktop video editor with an embedded MCP server, so an LLM can analyze your footage and assemble the cut through the same engine the GUI uses — and can see the frames it edits. Free download for macOS, Windows and Linux."
+  # Kept under ~155 chars: past that a search snippet is truncated mid-sentence.
+  # The longer pitch lives in `about`, which feeds the JSON-LD description where
+  # there is no such budget.
+  description = "Kerf is a free, non-destructive AI video editor for macOS, Windows and Linux. An embedded MCP server lets Claude — or any LLM — cut your footage with you."
+  about = "Kerf is a cross-platform desktop video editor for AI-assisted, non-destructive video and audio editing. An embedded Model Context Protocol (MCP) server exposes the same editing engine the GUI uses, so an LLM can analyze footage, see real frames, and assemble a cut on the live project — staged for your review. FFmpeg-backed; nothing is re-encoded until export."
+  author = "Orell Bühler"
+  # Proves ownership of the Search Console property. Public by design —
+  # it is only meaningful on a site Google already fetches from this URL.
+  # Removing it un-verifies the property, so leave it after verification.
+  googleSiteVerification = "aYnZ5m8jHpn8cqpi1FN2kkozCTdLCTb17VorcQm69JA"
+  authorUrl = "https://orellbuehler.ch"
+  license = "https://github.com/OrellBuehler/kerf/blob/main/LICENSE.md"
   tagline = "The non-destructive video editor your AI can drive."
   github = "https://github.com/OrellBuehler/kerf"
   # owner/name — download.js resolves release assets through the GitHub API,

diff --git a/site/layouts/_default/baseof.html b/site/layouts/_default/baseof.html
@@ -5,23 +5,46 @@
     <meta name="viewport" content="width=device-width, initial-scale=1" />
     <title>{{ .Title }}</title>
     <meta name="description" content="{{ .Site.Params.description }}" />
+    <meta name="author" content="{{ .Site.Params.author }}" />
+    {{ with .Site.Params.googleSiteVerification }}
+      <meta name="google-site-verification" content="{{ . }}" />
+    {{ end }}
+
+    {{/* max-image-preview:large is what lets a result carry the big thumbnail
+         rather than a 100px one; the -1s lift Google's snippet limits. */}}
+    <meta
+      name="robots"
+      content="index, follow, max-image-preview:large, max-snippet:-1, max-video-preview:-1"
+    />
 
     <link rel="canonical" href="{{ .Permalink }}" />
+    <link rel="sitemap" type="application/xml" href="{{ "sitemap.xml" | absURL }}" />
 
     <meta property="og:type" content="website" />
+    <meta property="og:locale" content="en_US" />
     <meta property="og:site_name" content="Kerf" />
     <meta property="og:title" content="{{ .Title }}" />
     <meta property="og:description" content="{{ .Site.Params.description }}" />
     {{/* docs/img is mounted at static/img, so this is the same file the repo
          README can use — see docs/img/README.md for how it is regenerated. */}}
     <meta property="og:image" content="{{ "img/og.png" | absURL }}" />
+    <meta property="og:image:type" content="image/png" />
     <meta property="og:image:width" content="1200" />
     <meta property="og:image:height" content="630" />
     <meta property="og:image:alt" content="Kerf — the video editor your AI can drive" />
     <meta property="og:url" content="{{ .Permalink }}" />
+
+    {{/* Twitter falls back to the og:* tags, but only for the ones it knows —
+         so state the card's own set rather than relying on the overlap. */}}
     <meta name="twitter:card" content="summary_large_image" />
+    <meta name="twitter:title" content="{{ .Title }}" />
+    <meta name="twitter:description" content="{{ .Site.Params.description }}" />
+    <meta name="twitter:image" content="{{ "img/og.png" | absURL }}" />
+    <meta name="twitter:image:alt" content="Kerf — the video editor your AI can drive" />
     <meta name="theme-color" content="#0f1318" />
 
+    {{ partial "schema.html" . }}
+
     <link rel="icon" href="{{ "favicon.svg" | relURL }}" type="image/svg+xml" />
     <link rel="preconnect" href="https://fonts.googleapis.com" />
     <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin />

diff --git a/site/layouts/index.html b/site/layouts/index.html
@@ -16,6 +16,7 @@
       <a href="#features">Features</a>
       <a href="#agent">The&nbsp;agent</a>
       <a href="#mcp">MCP</a>
+      <a href="#faq">FAQ</a>
       <a class="ghost-link" href="{{ $gh }}" target="_blank" rel="noopener">GitHub&nbsp;↗</a>
       <a class="nav-dl" href="#get">Download</a>
     </nav>
@@ -32,7 +33,7 @@
         <span class="eyebrow"><span class="dot"></span> Non-destructive · MCP-native · FFmpeg-backed</span>
         <h1>The video editor<br />your <span class="amber">AI can drive</span>.</h1>
         <p class="lede">
-          Kerf is a cross-platform desktop editor with an <b>embedded MCP server</b>, so an
+          Kerf is a cross-platform desktop <b>video editor</b> with an <b>embedded MCP server</b>, so an
           LLM can analyze your footage and assemble the cut through the <b>same engine the
           GUI uses, on the same live project</b> — and it can actually <i>see</i> the frames
           it edits. Nothing is re-encoded until you export.
@@ -194,9 +195,9 @@ <h2>Connect any MCP client<br />and start editing.</h2>
       <div class="section-head reveal">
         <span class="kicker">Get it</span>
         <h2>Download Kerf.</h2>
-        <p class="sub">Installers for every platform, straight from the latest GitHub release —
-        no account needed. Once installed, Kerf keeps itself up to date over a
-        signature-verified update feed.</p>
+        <p class="sub">Free download for macOS, Windows and Linux — installers straight from the
+        latest GitHub release, no account needed. Once installed, Kerf keeps itself up to
+        date over a signature-verified update feed.</p>
         <div class="get-cta">
           {{ partial "download-button.html" (dict "Site" .Site "id" "get") }}
           <span class="dl-meta" data-dl-meta hidden></span>
@@ -225,6 +226,9 @@ <h3>Then point an agent at it</h3>
       </div>
     </div>
   </section>
+
+  <!-- ============ FAQ ============ -->
+  {{ partial "faq.html" . }}
 </main>
 
 <footer class="footer">
@@ -236,6 +240,7 @@ <h3>Then point an agent at it</h3>
     </div>
     <nav class="foot-links">
       <a href="#get">Download</a>
+      <a href="#faq">FAQ</a>
       <a href="{{ $gh }}" target="_blank" rel="noopener">GitHub</a>
       <a href="{{ $rel }}" target="_blank" rel="noopener">Releases</a>
       <a href="{{ $gh }}/blob/main/LICENSE.md" target="_blank" rel="noopener">License</a>

diff --git a/site/layouts/partials/faq.html b/site/layouts/partials/faq.html
@@ -0,0 +1,20 @@
+{{- /* Visible FAQ. Renders data/faq.yaml, which partials/schema.html also emits
+       as FAQPage JSON-LD — same words in both, which is what Google requires of
+       a marked-up answer. */ -}}
+<section id="faq" class="band">
+  <div class="wrap">
+    <div class="section-head reveal">
+      <span class="kicker">Questions</span>
+      <h2>Kerf, answered.</h2>
+      <p class="sub">What the AI video editor is, what it costs, and what it needs to run.</p>
+    </div>
+    <div class="faq-grid reveal stagger">
+      {{- range $.Site.Data.faq }}
+      <article class="faq-item">
+        <h3>{{ .q }}</h3>
+        <p>{{ .a }}</p>
+      </article>
+      {{- end }}
+    </div>
+  </div>
+</section>