diff --git a/README.md b/README.md
index eff3bf64fc..4a880608e9 100644
--- a/README.md
+++ b/README.md
@@ -5,28 +5,32 @@
 [![GHA](https://img.shields.io/github/v/tag/iterative/setup-cml?label=GitHub%20Actions&logo=GitHub)](https://github.com/iterative/setup-cml)
 [![npm](https://img.shields.io/npm/v/@dvcorg/cml?logo=npm)](https://www.npmjs.com/package/@dvcorg/cml)
 
-**What is CML?** Continuous Machine Learning (CML) is an open-source library for
-implementing continuous integration & delivery (CI/CD) in machine learning
-projects. Use it to automate parts of your development workflow, including model
-training and evaluation, comparing ML experiments across your project history,
-and monitoring changing datasets.
+**What is CML?** Continuous Machine Learning (CML) is an open-source CLI tool
+for implementing continuous integration & delivery (CI/CD) with a focus on
+MLOps. Use it to automate parts of development workflows — including machine
+provisioning; model training and evaluation; comparing ML experiments across
+project history, and monitoring changing datasets.
 
-![](https://static.iterative.ai/img/cml/github_cloud_case_lessshadow.png) _On
-every pull request, CML helps you automatically train and evaluate models, then
-generates a visual report with results and metrics. Above, an example report for
-a [neural style transfer model](https://github.com/iterative/cml_cloud_case)._
+For example, on every pull request CML can help to automatically train and
+evaluate models, then generate a visual report with results and metrics.
 
-We built CML with these principles in mind:
+![](https://static.iterative.ai/img/cml/github_cloud_case_lessshadow.png) _An
+example report for a
+[neural style transfer model](https://github.com/iterative/cml_cloud_case)._
+
+CML principles:
 
 - **[GitFlow](https://nvie.com/posts/a-successful-git-branching-model/) for data
   science.** Use GitLab or GitHub to manage ML experiments, track who trained ML
   models or modified data and when. Codify data and models with
   [DVC](#using-cml-with-dvc) instead of pushing to a Git repo.
 - **Auto reports for ML experiments.** Auto-generate reports with metrics and
-  plots in each Git Pull Request. Rigorous engineering practices help your team
+  plots in each Git pull request. Rigorous engineering practices help your team
   make informed, data-driven decisions.
-- **No additional services.** Build your own ML platform using just GitHub or
-  GitLab and your favourite cloud services: AWS, Azure, GCP. No databases,
+- **No additional services.** Build your own ML platform using GitHub, GitLab,
+  or BitBucket. Optionally, use
+  [cloud storage](#configuring-cloud-storage-providers) as well as either
+  self-hosted or cloud runners (such as AWS EC2, Azure, or GCP). No databases,
   services or complex setup needed.
 
 :question: Need help? Just want to chat about continuous integration for ML?
@@ -38,27 +42,38 @@ for hands-on MLOps tutorials using CML!
 
 ## Table of contents
 
-1. [Usage](#usage)
-2. [Getting started (tutorial)](#getting-started)
-3. [Using CML with DVC](#using-cml-with-dvc)
-4. [Using self-hosted runners](#using-self-hosted-runners)
-5. [Install CML as a package](#install-cml-as-a-package)
-6. [Example Projects](#see-also)
+1. [Setup](#setup)
+2. [Usage](#usage)
+3. [Getting started (tutorial)](#getting-started)
+4. [Using CML with DVC](#using-cml-with-dvc)
+5. [Using self-hosted runners](#using-self-hosted-runners)
+6. [Install CML as a package](#install-cml-as-a-package)
+7. [Example Projects](#see-also)
 
-## Usage
+## Setup
 
 You'll need a GitHub or GitLab account to begin. Users may wish to familiarize
 themselves with [Github Actions](https://help.github.com/en/actions) or
 [GitLab CI/CD](https://about.gitlab.com/stages-devops-lifecycle/continuous-integration).
 Here, will discuss the GitHub use case.
 
-- **GitLab users**: Please see our
-  [docs about configuring CML with GitLab](https://github.com/iterative/cml/wiki/CML-with-GitLab).
-- **Bitbucket Cloud users**: Please see our
-  [docs on CML with Bitbucket Cloud](https://github.com/iterative/cml/wiki/CML-with-Bitbucket-Cloud).
-  _Bitbucket Server support estimated to arrive by May 2021._
-- **GitHub Actions users**: The key file in any CML project is
-  `.github/workflows/cml.yaml`:
+### GitLab
+
+Please see our docs on
+[CML with GitLab](https://github.com/iterative/cml/wiki/CML-with-GitLab) and in
+particular the
+[personal access token](https://github.com/iterative/cml/wiki/CML-with-GitLab#variables)
+requirement.
+
+### Bitbucket Cloud
+
+Please see our docs on
+[CML with Bitbucket Cloud](https://github.com/iterative/cml/wiki/CML-with-Bitbucket-Cloud).
+_Bitbucket Server support estimated to arrive by mid 2021._
+
+### GitHub Actions
+
+The key file in any CML project is `.github/workflows/cml.yaml`:
 
 ```yaml
 name: your-workflow-name
@@ -92,6 +107,8 @@ jobs:
           cml-send-comment report.md
 ```
 
+## Usage
+
 We helpfully provide CML and other useful libraries pre-installed on our
 [custom Docker images](https://github.com/iterative/cml/blob/master/Dockerfile).
 In the above example, uncommenting the field
@@ -118,12 +135,13 @@ those reports to your CI system (GitHub Actions or GitLab CI).
 | `cml-pr`                | Create a pull request.                                         | TODO                                                        |
 | `cml-tensorboard-dev`   | Return a link to a Tensorboard.dev page                        | `--logdir <path to logs> --title <experiment title> --md`   |
 
-### Customizing your CML report
+#### CML Reports
 
-CML reports are written in
-[GitHub Flavored Markdown](https://github.github.com/gfm/). That means they can
-contain images, tables, formatted text, HTML blocks, code snippets and more —
-really, what you put in a CML report is up to you. Some examples:
+The `cml-send-comment` command can be used to post reports. CML reports are
+written in [GitHub Flavored Markdown](https://github.github.com/gfm/). That
+means they can contain images, tables, formatted text, HTML blocks, code
+snippets and more — really, what you put in a CML report is up to you. Some
+examples:
 
 :spiral_notepad: **Text** Write to your report using whatever method you prefer.
 For example, copy the contents of a text file containing the results of ML model
@@ -273,7 +291,11 @@ jobs:
 > :warning: If you're using DVC with cloud storage, take note of environment
 > variables for your storage format.
 
-### Environment variables for supported cloud providers
+### Configuring Cloud Storage Providers
+
+There are many
+[supported could storage providers](https://dvc.org/doc/command-reference/remote/modify#available-parameters-per-storage-type).
+Here are a few examples for some of the most frequently used providers:
 
 <details>
   <summary>
@@ -356,7 +378,7 @@ env:
 
 </details>
 
-## Using self-hosted runners
+## Setup: Self-hosted Runners
 
 GitHub Actions are run on GitHub-hosted runners by default. However, there are
 many great reasons to use your own runners: to take advantage of GPUs; to
@@ -509,7 +531,7 @@ compute resources as secrets. In the above example, `AWS_ACCESS_KEY_ID` and
 `AWS_SECRET_ACCESS_KEY` are required to deploy EC2 instances.
 
 Please see our docs about
-[environment variables needed to authenticate with supported cloud services](#environment-variables-for-supported-cloud-providers).
+[configuring cloud storage providers](#configuring-cloud-storage-providers).
 
 ### On-premise (local) runners