possv2 24 March 2013: If you're reading this note, then you've encountered this chapter while it's undergoing substantial revision; see producingoss.com/v2.html for details.
For our purposes, the web site means web pages devoted to helping people participate in the project as developers, documenters, etc. Note that this is different from the main user-facing web site. In many projects, users have different needs and often (statistically speaking) a different mentality from the developers. The kinds of web pages most helpful to users are not necessarily the same as those helpful for developers — don't try to make a "one size fits all" web site just to save some writing and maintenance effort: you'll end up with a site that is not quite right for either audience.
The two types of sites should cross-link, of course, and in particular it's important that the user-oriented site have, tucked a way in a corner somewhere, a clear link to the developers' site, since most new developers will start out at the user-facing pages and look for a path from there to the developers' area.
An example may make this clearer. As of this writing in November 2013, the office suite LibreOffice has its main user-oriented web site at libreoffice.org, as you'd expect. If you were a user wanting to download and install LibreOffice, you'd start there, go straight to the "Download" link, and so on. But if you were a developer looking to (say) fix a bug in LibreOffice, you might start at libreoffice.org, but you'd be looking for a link that says something like "Developers", or "Development", or "Get Involved" — in other words, you'd be looking for the gateway to the development area.
In the case of LibreOffice, as with some other large projects, they actually have a couple of different gateways. There's one link that says "Get Involved", and another that says "Developers". The "Get Involved" page is aimed at the broadest possible range of potential contributors: developers, yes, but also documenters, quality-assurance testers, marketing volunteers, web infrastructure volunteers, financial or in-kind donors, interface designers, support forum volunteers, etc. This frees up the "Developers" page to target the rather narrower audience of programmers who want to get involved in improving the LibreOffice code. The set of links and short descriptions provided on both pages is admirably clear and concise: you can tell immediately from looking whether you're in the right place for what you want do, and if so what the next thing to click on is. The "Development" page gives some information about where to find the code, how to contact the other developers, how to file bugs, and things like that, but most importantly it points to what most seasoned open source contributors would instantly recognize as the real gateway to actively-maintained development information: the development wiki at wiki.documentfoundation.org/Development.
This division into two contributor-facing gateways, one for all kinds of contributions and another for coders specifically, is probably right for a large, multi-faceted project like LibreOffice. You'll have to use your judgement as to whether that kind of subdivision is appropriate for your project; at least at the beginning, it probably isn't. It's better to start with one unified contributor gateway, aimed at all the types of contributors you expect, and if that page ever gets large enough or complex enough to feel unwieldy — listen carefully for complaints about it, since you and other long-time participants will be naturally desensitized to weaknesses in introductory pages! — then you can divide it up however seems best.
From a technical point of view there is not much to say about setting up the project web site. Configuring a web server and writing web pages are fairly simple tasks, and most of the important things to say about layout and arrangement were covered in the previous chapter. The web site's main function is to present a clear and welcoming overview of the project, and to bind together the other tools (the version control system, bug tracker, etc.). If you don't have the expertise to set up a web server yourself, it's usually not hard to find someone who does and is willing to help out. Nonetheless, to save time and effort, people often prefer to use one of the canned hosting sites.
A canned hosting site is an online service that offers some or all of the online collaboration tools needed to run a free software project. At a minimal, a canned hosting site offers public version control repositories and bug tracking; most also offer wiki space, many offer mailing list hosting too, and some offer continuous integration testing and other services.
There are two main advantages to using a canned site. The first is server capacity and bandwidth: their servers are beefy boxes sitting on really fat pipes. No matter how successful your project gets, you're not going to run out of disk space or swamp the network connection. The second advantage is simplicity. They have already chosen a bug tracker, a version control system, perhaps discussion forum software, and everything else you need to run a project. They've configured the tools, arranged single-sign-on authentication where appropriate, are taking care of backups for all the data stored in the tools, etc. You don't need to make many decisions. All you have to do is fill in a registration form, press a button, and suddenly you've got a project development web site.
These are pretty significant benefits. The disadvantage, of course, is that you must accept their choices and configurations, even if something different would be better for your project. Usually canned sites are adjustable within certain narrow parameters, but you will never get the fine-grained control you would have if you set up the site yourself and had full administrative access to the server.
A perfect example of this is the handling of generated files. Certain project web pages may be generated files—for example, there are systems for keeping FAQ data in an easy-to-edit master format, from which HTML, PDF, and other presentation formats can be generated. As explained in بخشی بنام “Version everything” earlier in this chapter, you wouldn't want to version the generated formats, only the master file. But when your web site is hosted on someone else's server, it may be difficult to set up a custom hook to regenerate the online HTML version of the FAQ whenever the master file is changed.
If you choose a canned site, leave open the option of switching to a different site later, by using a custom domain name as the project's development home address. You can forward that URL to the canned site, or have a fully customized development home page at the main URL and link to the canned site for specific functionality. Just try to arrange things such that if you later decide to use a different hosting solution, the project's main address doesn't need to change.
And if you're not sure whether to use canned hosting, then you should probably use canned hosting. These sites have integrated their services in myriad ways (just one example: if a commit mentions a bug ticket number using a certain format, then people browsing that commit later will find that it automatically links to that ticket), ways that would be laborious for you to reproduce, especially if it's your first time running an open source project. The universe of possible configurations of collaboration tools is vast and complex, but the same set of choices has faced everyone running an open source project and there are some settled solutions now. Each of the canned hosting sites implements a reasonable subset of that solution space, and unless you have reason to believe you can do better, your project will probably run best just using one of those sites.
possv2 todo 26 September 2014: If you're reading this note, then you've encountered this section while it's undergoing revision; see producingoss.com/v2.html for details. The specific todo item here is: update this to talk more about GitLab.com (and similarly well-integrated and easy-to-use services that are themselves open source). I'm not sure that the recommendation toward GitHub below should be as strong as it is. GitHub is still dominant, but that is not the important question; the important question is the degree to which choosing GitHub is in itself a factor in your project's success — that is, would some developers be slower to contribute if one is hosted somewhere other than GitHub? I'm not sure it makes that much of a difference anymore. All the good forge sites are looking basically alike now. And GitLab is open source, whereas GitHub is not.
There are now so many sites providing free-of-charge canned hosting for projects released under open source licenses that there is not space here to review the field.
So I'll make this easy: choose GitHub. It's by far the most popular and appears set to stay that way, or even grow in dominance, for some years to come. It has a good set of features and integrations. Many developers are already familiar with GitHub and have an account there. It has an API for interacting programmatically with project resources, and while it does not currently offer mailing lists, there are plenty of other places you can host those, such as Google Groups.
If you're not convinced by GitHub (for example because your project uses, say, Mercurial instead of Git), but you aren't sure where to host, take a look at Wikipedia's thorough comparison of open source software hosting facilities; it's the first place to look for up-to-date, comprehensive information on open source project hosting options. Currently the two most popular other hosting sites are Google Code Hosting, SourceForge, but consult the Wikipedia page before making a decision.
Although all the canned hosting sites use plenty of free software in their stack, most of them also wrote their own proprietary software to glue it all together, which means the hosting environment is not easily reproducible by others. For example, while Git itself is free software, GitHub is a hosted service running partly with proprietary software — if you leave GitHub, you can't take it with you, at least not all of it.
Some projects prefer a canned hosting site that runs an entirely free software infrastructure and that could, in theory, be reproduced independently were that ever to become necessary. Fortunately, there are such sites, the most well-known being GitLab, Gitorious, and GNU Savannah (as of this writing in 2014). Furthermore, any service that offers hosting of the Redmine or Trac code collaboration platforms effectively offers fully freedom-preserving project hosting, because those platforms include most of the features needed to run an open source project; some companies offer that kind of commercial platform hosting with a zero-cost or very cheap rate for open source projects.
Should you host your project on fully open source infrastructure? While it would be ideal to have access to all the code that runs the site, my opinion is that the crucial thing is to have a way to export project data, and to be able to interact with the data in automatable ways. A site that meets these criteria can never truly lock you in, and will even be extensible, to some degree, through its programmatic interface. While there is some value in having all the code that runs a hosting site available under open source terms, in practice the demands of actually deploying that code in a production environment are prohibitive for most projects anyway. These sites need multiple servers, customized networks, and full-time staffs to keep them running; merely having the code would not be sufficient to duplicate or "fork" the service anyway. The main thing is just to make sure your data isn't trapped.
Of course, all the above applies only to the servers. Your project should never require participants to run proprietary collaboration software on their own machines.
A problem that is not strictly limited to the canned sites, but is most often found there, is the over-requirement of user registration to participate in various aspects of the project. The proper degree of requirement is a bit of a judgement call. User registration helps prevent spam, for one thing, and even if every commit gets reviewed you still probably don't want anonymous strangers pushing changes into your repository, for example.
But sometimes user registration ends up being required for tasks that ought to be permitted to unregistered visitors, especially the ability to file tickets in the bug tracker, and to comment on existing tickets. By requiring a logged-in username for such actions, the project raises the involvement bar for what should be quick, convenient tasks. It also changes the demographics of who files bugs, since those who take the trouble to set up a user account at the project site are hardly a random sample even from among users who are willing to file bugs (who in turn are already a biased subset of all the project's users). Of course, one wants to be able to contact someone who's entered data into the ticket tracker, but having a field where she can enter her email address (if she wants to) is sufficient. If a new user spots a bug and wants to report it, she'll only be annoyed at having to fill out an account creation form before she can enter the bug into the tracker. She may simply decide not to file the bug at all.
If you have control over which actions can be done anonymously, make sure that at least all read-only actions are permitted to non-logged-in visitors, and if possible that data entry portals, such as the bug tracker, that tend to bring information from users to developers, can also be used anonymously, although of course anti-spam techniques, such as captchas, may still be necessary.