diff --git a/website/docs/api/util.jade b/website/docs/api/util.jade
index f14cdbb6d..bf81a4f61 100644
--- a/website/docs/api/util.jade
+++ b/website/docs/api/util.jade
@@ -225,7 +225,7 @@ p
 p
     |  Print a formatted, text-wrapped message with optional title. If a text
     |  argument is a #[code Path], it's converted to a string. Should only
-    |  be used for interactive components like the #[+a("/docs/api/cli") CLI].
+    |  be used for interactive components like the #[+api("cli") cli].
 
 +aside-code("Example").
     data_path = Path('/some/path')
diff --git a/website/docs/usage/_data.json b/website/docs/usage/_data.json
index f903c7c1e..acd973aa1 100644
--- a/website/docs/usage/_data.json
+++ b/website/docs/usage/_data.json
@@ -125,7 +125,7 @@
     },
 
     "saving-loading": {
-        "title": "Saving and loading models"
+        "title": "Saving, loading and data serialization"
     },
 
     "showcase": {
diff --git a/website/docs/usage/adding-languages.jade b/website/docs/usage/adding-languages.jade
index f3648b885..ae04aad57 100644
--- a/website/docs/usage/adding-languages.jade
+++ b/website/docs/usage/adding-languages.jade
@@ -538,8 +538,8 @@ p
     |  #[+src(gh("spacy-dev-resources", "training/word_freqs.py")) word_freqs.py]
     |  script from the spaCy developer resources. Note that your corpus should
     |  not be preprocessed (i.e. you need punctuation for example). The
-    |  #[+a("/docs/api/cli#model") #[code model]] command expects a
-    |  tab-separated word frequencies file with three columns:
+    |  #[+api("cli#model") #[code model]] command expects a tab-separated word
+    |  frequencies file with three columns:
 
 +list("numbers")
     +item The number of times the word occurred in your language sample.
@@ -654,13 +654,12 @@ p
     |  If your corpus uses the
     |  #[+a("http://universaldependencies.org/docs/format.html") CoNLL-U] format,
     |  i.e. files with the extension #[code .conllu], you can use the
-    |  #[+a("/docs/api/cli#convert") #[code convert]] command to convert it to
-    |  spaCy's #[+a("/docs/api/annotation#json-input") JSON format] for training.
+    |  #[+api("cli#convert") #[code convert]] command to convert it to spaCy's
+    |  #[+a("/docs/api/annotation#json-input") JSON format] for training.
 
 p
     |  Once you have your UD corpus transformed into JSON, you can train your
-    |  model use the using spaCy's
-    |  #[+a("/docs/api/cli#train") #[code train]] command:
+    |  model use the using spaCy's #[+api("cli#train") #[code train]] command:
 
 +code(false, "bash").
     python -m spacy train [lang] [output_dir] [train_data] [dev_data] [--n_iter] [--parser_L1] [--no_tagger] [--no_parser] [--no_ner]
diff --git a/website/docs/usage/customizing-pipeline.jade b/website/docs/usage/customizing-pipeline.jade
deleted file mode 100644
index a4846d02e..000000000
--- a/website/docs/usage/customizing-pipeline.jade
+++ /dev/null
@@ -1,38 +0,0 @@
-//- 💫 DOCS > USAGE > CUSTOMIZING THE PIPELINE
-
-include ../../_includes/_mixins
-
-p
-    |  spaCy provides several linguistic annotation functions by default. Each
-    |  function takes a Doc object, and modifies it in-place. The default
-    |  pipeline is #[code [nlp.tagger, nlp.entity, nlp.parser]]. spaCy 1.0
-    |  introduced the ability to customise this pipeline with arbitrary
-    |  functions.
-
-+code.
-    def arbitrary_fixup_rules(doc):
-        for token in doc:
-            if token.text == u'bill' and token.tag_ == u'NNP':
-                token.tag_ = u'NN'
-
-    def custom_pipeline(nlp):
-        return (nlp.tagger, arbitrary_fixup_rules, nlp.parser, nlp.entity)
-
-    nlp = spacy.load('en', create_pipeline=custom_pipeline)
-
-p
-    |  The easiest way to customise the pipeline is to pass a
-    |  #[code create_pipeline] callback to the #[code spacy.load()] function.
-
-p
-    |  The callback you pass to #[code create_pipeline] should take a single
-    |  argument, and return a sequence of callables. Each callable in the
-    |  sequence should accept a #[code Doc] object and modify it in place.
-
-p
-    |  Instead of passing a callback, you can also write to the
-    |  #[code .pipeline] attribute directly.
-
-+code.
-    nlp = spacy.load('en')
-    nlp.pipeline = [nlp.tagger]
diff --git a/website/docs/usage/index.jade b/website/docs/usage/index.jade
index 61398b431..cb1ab5754 100644
--- a/website/docs/usage/index.jade
+++ b/website/docs/usage/index.jade
@@ -291,7 +291,7 @@ p
     |  environment variable, as this can lead to unexpected results, especially
     |  when using #[code virtualenv]. Run the command with #[code python -m],
     |  for example #[code python -m spacy download en]. For more info on this,
-    |  see the #[+a("/docs/api/cli#download") CLI documentation].
+    |  see #[+api("cli#download") download].
 
 +h(3, "module-load") 'module' object has no attribute 'load'
 
diff --git a/website/docs/usage/processing-text.jade b/website/docs/usage/processing-text.jade
index 4bd6132d2..2562d9fc4 100644
--- a/website/docs/usage/processing-text.jade
+++ b/website/docs/usage/processing-text.jade
@@ -10,14 +10,19 @@ p
     doc = nlp(u'Hello, world! A three sentence document.\nWith new lines...')
 
 p
-    |  The library should perform equally well with short or long documents.
+    |  The library should perform equally well with #[strong short or long documents].
     |  All algorithms are linear-time in the length of the string, and once the
     |  data is loaded, there's no significant start-up cost to consider. This
     |  means that you don't have to strategically merge or split your text —
     |  you should feel free to feed in either single tweets or whole novels.
 
 p
-    |  If you run #[code nlp = spacy.load('en')], the #[code nlp] object will
+    |  If you run #[+api("spacy#load") #[code spacy.load('en')]], spaCy will
+    |  load the #[+a("/docs/usage/models") model] associated with the name
+    |  #[code 'en']. Each model is a Python package containing an
+    |  #[+src(gh("spacy-dev-resources", "templates/model/en_model_name/__init__.py"))__init__.py]
+
+the #[code nlp] object will
     |  be an instance of #[code spacy.en.English]. This means that when you run
     |  #[code doc = nlp(text)], you're executing
     |  #[code spacy.en.English.__call__], which is implemented on its parent
diff --git a/website/docs/usage/saving-loading.jade b/website/docs/usage/saving-loading.jade
index 3513e9505..63c951d40 100644
--- a/website/docs/usage/saving-loading.jade
+++ b/website/docs/usage/saving-loading.jade
@@ -1,5 +1,8 @@
 include ../../_includes/_mixins
 
+
++h(2, "models") Saving models
+
 p
     |  After training your model, you'll usually want to save its state, and load
     |  it back later. You can do this with the
@@ -14,28 +17,28 @@ p
     |  will be written out. To make the model more convenient to deploy, we
     |  recommend wrapping it as a Python package.
 
-+h(2, "generating") Generating a model package
++h(3, "models-generating") Generating a model package
 
 +infobox("Important note")
     |  The model packages are #[strong not suitable] for the public
     |  #[+a("https://pypi.python.org") pypi.python.org] directory, which is not
     |  designed for binary data and files over 50 MB. However, if your company
-    |  is running an internal installation of pypi, publishing your models on
-    |  there can be a convenient solution to share them with your team.
+    |  is running an #[strong internal installation] of PyPi, publishing your
+    |  models on there can be a convenient way to share them with your team.
 
 p
     |  spaCy comes with a handy CLI command that will create all required files,
     |  and walk you through generating the meta data. You can also create the
     |  meta.json manually and place it in the model data directory, or supply a
-    |  path to it using the #[code --meta] flag. For more info on this, see the
-    |  #[+a("/docs/api/cli#package") #[code package]] command documentation.
+    |  path to it using the #[code --meta] flag. For more info on this, see
+    |  the #[+api("cli#package") #[code package]] docs.
 
 +aside-code("meta.json", "json").
     {
         "name": "example_model",
         "lang": "en",
         "version": "1.0.0",
-        "spacy_version": ">=1.7.0,<2.0.0",
+        "spacy_version": ">=2.0.0,<3.0.0",
         "description": "Example model for spaCy",
         "author": "You",
         "email": "you@example.com",
@@ -58,7 +61,7 @@ p This command will create a model package directory that should look like this:
 
 p
     |  You can also find templates for all files in our
-    |  #[+a(gh("spacy-dev-resouces", "templates/model")) spaCy dev resources].
+    |  #[+src(gh("spacy-dev-resouces", "templates/model")) spaCy dev resources].
     |  If you're creating the package manually, keep in mind that the directories
     |  need to be named according to the naming conventions of
     |  #[code [language]_[name]] and #[code [language]_[name]-[version]]. The
@@ -66,44 +69,49 @@ p
     |  respective #[code Language] class in spaCy, which will later be returned
     |  by the model's #[code load()] method.
 
-+h(2, "building") Building a model package
-
 p
-    |  To build the package, run the following command from within the
+    |  To #[strong build the package], run the following command from within the
     |  directory. This will create a #[code .tar.gz] archive in a directory
-    |  #[code /dist].
+    |  #[code /dist]. For more information on building Python packages, see the
+    |  #[+a("https://setuptools.readthedocs.io/en/latest/") Python Setuptools documentation].
+
 
 +code(false, "bash").
     python setup.py sdist
 
-p
-    |  For more information on building Python packages, see the
-    |  #[+a("https://setuptools.readthedocs.io/en/latest/") Python Setuptools documentation].
-
-
-+h(2, "loading") Loading a model package
++h(2, "loading") Loading a custom model package
 
 p
-    |  Model packages can be installed by pointing pip to the model's
-    |  #[code .tar.gz] archive:
+    |  To load a model from a data directory, you can use
+    |  #[+api("spacy#load") #[code spacy.load()]] with the local path:
+
++code.
+    nlp = spacy.load('/path/to/model')
+
+p
+    |  If you have generated a model package, you can also install it by
+    |  pointing pip to the model's #[code .tar.gz] archive – this is pretty
+    |  much exactly what spaCy's #[+api("cli#download") #[code download]]
+    |  command does under the hood.
 
 +code(false, "bash").
     pip install /path/to/en_example_model-1.0.0.tar.gz
 
-p You'll then be able to load the model as follows:
++aside-code("Custom model names", "bash").
+    # optional: assign custom name to model
+    python -m spacy link en_example_model my_cool_model
+
+p
+    |  You'll then be able to load the model via spaCy's loader, or by importing
+    |  it as a module. For larger code bases, we usually recommend native
+    |  imports, as this will make it easier to integrate models with your
+    |  existing build process, continuous integration workflow and testing
+    |  framework.
 
 +code.
+    # option 1: import model as module
     import en_example_model
     nlp = en_example_model.load()
 
-p
-    |  To load the model via #[code spacy.load()], you can also
-    |  create a #[+a("/docs/usage/models#usage") shortcut link] that maps the
-    |  package name to a custom model name of your choice:
-
-+code(false, "bash").
-    python -m spacy link en_example_model example
-
-+code.
-    import spacy
-    nlp = spacy.load('example')
+    # option 2: use spacy.load()
+    nlp = spacy.load('en_example_model')
diff --git a/website/docs/usage/training-ner.jade b/website/docs/usage/training-ner.jade
index 4d864ac9d..8b8789485 100644
--- a/website/docs/usage/training-ner.jade
+++ b/website/docs/usage/training-ner.jade
@@ -77,7 +77,7 @@ p
 p
     |  To make the model more convenient to deploy, we recommend wrapping it as
     |  a Python package, so that you can install it via pip and load it as a
-    |  module. spaCy comes with a handy #[+a("/docs/api/cli#package") #[code package]]
+    |  module. spaCy comes with a handy #[+api("cli#package") #[code package]]
     |  CLI command to create all required files and directories.
 
 +code(false, "bash").