diff --git a/DEVELOPER_GUIDE.md b/DEVELOPER_GUIDE.md
index ba05dbbca948..d34872751ed8 100644
--- a/DEVELOPER_GUIDE.md
+++ b/DEVELOPER_GUIDE.md
@@ -62,6 +62,16 @@ kubectl patch deployment karpenter -n karpenter --type='json' -p='[{"op": "repla
open http://localhost:8080/metrics && kubectl port-forward service/karpenter-metrics -n karpenter 8080
```
+### Marketing and Docs Website
+The Karpenter marketing and docs site uses [Hugo](https://gohugo.io/) and [npm](https://www.npmjs.com/) to generate HTML markup from Markdown content and configuration files in `/website`. Hugo makes use of [`git submodules`](https://git-scm.com/book/en/v2/Git-Tools-Submodules) to bring in theme assets and configruation. The Karpenter website uses the [Docsy theme](https://www.docsy.dev/). To serve this website locally, ensure you have `hugo` and `npm` installed, have initialized and updated your local repository's submodules with `git submodule update --init --recursive`, and then use the follow commands to bring up a local webserver:
+```bash
+cd website
+npm install
+hugo server -D
+```
+
+_If you get `fatal error: pipe failed` running the local server on macOS, you may need to increase the maximum number of files that can be open at a time by following the instructions in [this GitHub issue comment](https://github.com/google/docsy-example/issues/89#issuecomment-758311888)._
+
## Environment specific setup
### AWS
diff --git a/Makefile b/Makefile
index 29a5ede928f0..eb0f94884582 100644
--- a/Makefile
+++ b/Makefile
@@ -79,7 +79,7 @@ helm: ## Generate Helm Chart
cd charts;helm lint karpenter;helm package karpenter;helm repo index .
website: ## Generate Docs Website
- cd website;npm install;hugo -d ../docs
+ cd website; npm install; git submodule update --init --recursive; hugo
toolchain: ## Install developer toolchain
./hack/toolchain.sh
diff --git a/website/assets/icons/logo.png b/website/assets/icons/logo.png
new file mode 100644
index 000000000000..7d0a7ab4b2b4
Binary files /dev/null and b/website/assets/icons/logo.png differ
diff --git a/website/assets/scss/_variables_project.scss b/website/assets/scss/_variables_project.scss
new file mode 100644
index 000000000000..3e5db96a6dd6
--- /dev/null
+++ b/website/assets/scss/_variables_project.scss
@@ -0,0 +1,5 @@
+/*
+
+Add styles or override variables from the theme here.
+
+*/
diff --git a/website/config.toml b/website/config.toml
index a5e0e1fc832c..11205225e03c 100644
--- a/website/config.toml
+++ b/website/config.toml
@@ -1,4 +1,122 @@
-baseURL = "http://awslabs.github.com/karpenter/docs"
+baseURL = "/karpenter/"
+
+# Hugo allows theme composition (and inheritance). The precedence is from left to right.
+theme = ["docsy"]
+
+# Build settings
+publishDir = "../docs"
+disableKinds = ["taxonomy", "taxonomyTerm"]
+
+# Language settings
+contentDir = "content/en"
+defaultContentLanguage = "en"
+defaultContentLanguageInSubdir = false
+# Useful when translating.
+enableMissingTranslationPlaceholders = true
+
+# Localizations
languageCode = "en-us"
+[languages]
+[languages.en]
title = "Karpenter"
-theme = "docsy"
+description = "Just-in-time Nodes for Any Kubernetes Cluster"
+languageName = "English"
+# Weight used for sorting.
+weight = 1
+
+# Syntax Highlighting config
+pygmentsCodeFences = true
+pygmentsUseClasses = false
+# Use the new Chroma Go highlighter in Hugo.
+pygmentsUseClassic = false
+#pygmentsOptions = "linenos=table"
+# See https://help.farbox.com/pygments.html
+pygmentsStyle = "tango"
+
+# Configure how URLs look like per section.
+[permalinks]
+blog = "/:section/:year/:month/:day/:slug/"
+
+## Configuration for BlackFriday markdown parser: https://github.com/russross/blackfriday
+[blackfriday]
+plainIDAnchors = true
+hrefTargetBlank = true
+angledQuotes = false
+latexDashes = true
+
+# Markup configuration
+[markup]
+[markup.goldmark]
+[markup.goldmark.renderer]
+unsafe = true
+[markup.highlight]
+# See a complete list of available styles at https://xyproto.github.io/splash/docs/all.html
+style = "tango"
+# Uncomment if you want your chosen highlight style used for code blocks without a specified language
+# guessSyntax = "true"
+
+# Image processing configuration.
+[imaging]
+resampleFilter = "CatmullRom"
+quality = 75
+anchor = "smart"
+
+## Site Params
+[params]
+copyright = "Amazon.com, Inc. or its affiliates."
+# Repository configuration (URLs for in-page links to opening issues and suggesting changes)
+github_repo = "https://github.com/awslabs/karpenter"
+# Specify a value here if your content directory is not in your repo's root directory
+github_subdir = "website"
+
+# Version configuration
+# Menu title if your navbar has a versions selector to access old versions of your site.
+# This menu appears only if you have at least one [params.versions] set.
+version_menu = "Releases"
+# Flag used in the "version-banner" partial to decide whether to display a
+# banner on every page indicating that this is an archived version of the docs.
+# Set this flag to "true" if you want to display the banner.
+archived_version = false
+# The version number for the version of the docs represented in this doc set.
+# Used in the "version-banner" partial to display a version number for the
+# current doc set.
+version = "0.2"
+
+# User interface configuration
+[params.ui]
+# Enable to show the side bar menu in its compact state.
+sidebar_menu_compact = false
+# Set to true to disable breadcrumb navigation.
+breadcrumb_disable = false
+# Set to true to hide the sidebar search box (the top nav search box will still be displayed if search is enabled)
+sidebar_search_disable = false
+# Set to false if you don't want to display a logo (/assets/icons/logo.svg) in the top nav bar
+navbar_logo = false
+# Set to true to disable the About link in the site footer
+footer_about_disable = true
+
+[params.links]
+# End user relevant links. These will show up on left side of footer and in the community page if you have one.
+#[[params.links.user]]
+# name = "Twitter"
+# url = "https://example.org/twitter"
+# icon = "fab fa-twitter"
+# desc = "Follow us on Twitter to get the latest news!"
+# Developer relevant links. These will show up on right side of footer and in the community page if you have one.
+[[params.links.developer]]
+ name = "GitHub"
+ url = "https://github.com/awslabs/karpenter"
+ icon = "fab fa-github"
+ desc = "Development takes place here!"
+[[params.links.developer]]
+ name = "Slack"
+ url = "https://slack.k8s.io/"
+ icon = "fab fa-slack"
+ desc = "Chat with us on Slack in the #aws-provider channel"
+
+# Navigation menu
+[[menu.main]]
+name = "GitHub"
+weight = 99
+url = "https://github.com/awslabs/karpenter"
+pre = ""
diff --git a/website/content/en/.keep b/website/content/en/.keep
new file mode 100644
index 000000000000..e69de29bb2d1
diff --git a/website/content/en/docs/.keep b/website/content/en/docs/.keep
new file mode 100644
index 000000000000..e69de29bb2d1
diff --git a/website/layouts/404.html b/website/layouts/404.html
new file mode 100644
index 000000000000..906a6645cd0d
--- /dev/null
+++ b/website/layouts/404.html
@@ -0,0 +1,8 @@
+{{ define "main"}}
+
+
+
Not found
+
Oops! This page doesn't exist. Try going back to our home page.