diff --git a/README.md b/README.md
index 5401347..bb20dd6 100644
--- a/README.md
+++ b/README.md
@@ -15,7 +15,9 @@ bundle install
 ```
 
 The command builds `_site`, validates internal links and markup, and runs the
-project-specific structural checks.
+project-specific structural checks. Those checks include the search terms the
+home page must keep in its title, meta description and H1 (open-source,
+self-hosted, headless, shop), so a copy edit cannot silently drop them.
 
 ## Publishing
 
diff --git a/_config.yml b/_config.yml
index fe1c170..0733b8f 100644
--- a/_config.yml
+++ b/_config.yml
@@ -1,8 +1,8 @@
 title: "OpenTaberna"
-tagline: "Open commerce, automated end to end."
+tagline: "Open-source, self-hosted headless shop system"
 description: >-
-  OpenTaberna is a headless, fully open-source shop system focused on automating
-  the commerce workflow end to end.
+  OpenTaberna is an open-source, self-hosted headless shop system: build a modern,
+  custom web shop and automate e-commerce end to end. A free Shopware alternative.
 url: "https://opentaberna.de"
 baseurl: ""
 lang: en
diff --git a/_data/organization.yml b/_data/organization.yml
index b33d89c..e0efc87 100644
--- a/_data/organization.yml
+++ b/_data/organization.yml
@@ -4,8 +4,8 @@
 name: "OpenTaberna"
 url: "https://opentaberna.de"
 description: >-
-  A headless, fully open-source shop system focused on automating the commerce
-  workflow end to end.
+  An open-source, self-hosted headless shop system for building a modern, custom
+  web shop and automating e-commerce end to end.
 logo: "https://opentaberna.de/wiki/taberna_logo.png"
 email: "mailto:root@vaultops.de"
 sameAs:
diff --git a/index.md b/index.md
index 4a6b2ed..d9abcf3 100644
--- a/index.md
+++ b/index.md
@@ -3,15 +3,15 @@ layout: default
 title: OpenTaberna
 permalink: /
 description: >-
-  OpenTaberna is a headless, fully open-source shop system focused on automating
-  the commerce workflow end to end.
+  OpenTaberna is an open-source, self-hosted headless shop system: build a modern,
+  custom web shop and automate e-commerce end to end. A free Shopware alternative.
 ---
 
 <section class="hero" aria-labelledby="hero-title">
   <div>
-    <p class="eyebrow">Open-source commerce infrastructure</p>
-    <h1 id="hero-title">A shop system you can actually make your own.</h1>
-    <p class="lede">OpenTaberna is a headless, fully open-source shop system built to automate the commerce workflow end to end.</p>
+    <p class="eyebrow">Open-source e-commerce, self-hosted</p>
+    <h1 id="hero-title">The open-source headless shop system you can make your own.</h1>
+    <p class="lede">OpenTaberna is a modern, self-hosted web shop platform: headless e-commerce that is open source all the way down and automates the commerce workflow end to end.</p>
   </div>
   <img class="hero-logo" src="/wiki/taberna_logo.png" alt="OpenTaberna logo" width="1024" height="1024">
 </section>
@@ -19,12 +19,14 @@ description: >-
 ## What OpenTaberna is
 
 We started OpenTaberna because Shopware is expensive and incompatible with nearly
-everything we needed to connect. OpenTaberna separates the storefront, administration
-and backend, then puts automation at the centre: from catalogue and checkout to stock,
-payment and fulfilment.
+everything we needed to connect, so we built an open-source Shopware alternative.
+OpenTaberna separates the storefront, administration and backend, then puts automation
+at the centre: from catalogue and checkout to stock, payment and fulfilment.
 
-It is headless by design and open all the way down. You choose the interfaces, services
-and deployment model around it instead of adapting your operation to a closed product.
+It is a headless shop by design and self-hosted by default. You run it on your own
+servers, choose the interfaces, services and deployment around it, and build the
+custom web shop your business needs instead of adapting your operation to a closed
+product.
 
 ## What it is made of
 
diff --git a/llms.txt b/llms.txt
index e0b5a3b..900ba19 100644
--- a/llms.txt
+++ b/llms.txt
@@ -5,7 +5,7 @@ sitemap: false
 ---
 # OpenTaberna
 
-> OpenTaberna is a headless, fully open-source shop system focused on automating the commerce workflow end to end. The project exists as an open alternative to expensive, hard-to-integrate commerce platforms.
+> OpenTaberna is an open-source, self-hosted headless shop system: build a modern, custom web shop and automate e-commerce end to end. A free Shopware alternative. The project exists as an open alternative to expensive, hard-to-integrate commerce platforms such as Shopware.
 
 ## Project repositories
 
diff --git a/scripts/check_site.rb b/scripts/check_site.rb
index 56c9607..e7caf3e 100755
--- a/scripts/check_site.rb
+++ b/scripts/check_site.rb
@@ -149,6 +149,17 @@ def internal_target(reference)
   present_positions = positions.map(&:last).compact
   fail!("index.html: required sections are out of order") unless present_positions == present_positions.sort
 
+  title = index[%r{<title>(.*?)</title>}m, 1].to_s
+  description = index[/<meta name="description" content="([^"]*)"/, 1].to_s
+  h1 = index[%r{<h1[^>]*>(.*?)</h1>}m, 1].to_s
+  {
+    "title" => [title, %w[open-source self-hosted headless shop]],
+    "meta description" => [description, %w[open-source self-hosted headless shop]],
+    "h1" => [h1, %w[open-source headless shop]],
+  }.each do |name, (text, terms)|
+    terms.each { |term| fail!("index.html: #{name} has lost the search term #{term.inspect}") unless text.downcase.include?(term) }
+  end
+
   %w[
     https://github.com/OpenTaberna/fastapi
     https://github.com/OpenTaberna/frontend