How AsciiDoc is used officially 

How AsciiDoc web site is built 

/usr/share/doc/asciidoc/examples/website/README-website.txt

The AsciiDoc website source is included in the AsciiDoc distribution (in ./examples/website/) as an example of using AsciiDoc to build a website.

A simple shell script (./examples/website/build-website.sh) will build the site's web pages — just set the LAYOUT variable to the desired layout.

Example 1. The build-website.sh file

#!/bin/sh

VERS="7.1.0"
DATE="2006-01-13"

# Leave the desired layout uncommented.
LAYOUT=layout1          # Tables based layout.
#LAYOUT=layout2         # CSS based simulated frames layout.

ASCIIDOC_HTML="python ../../asciidoc.py --unsafe --backend=xhtml11 \
--conf-file=${LAYOUT}.conf --attribute icons \
--attribute iconsdir=./images/icons --attribute=badges \
--attribute=revision=$VERS  --attribute=date=$DATE"

$ASCIIDOC_HTML --attribute=index-only index.txt
$ASCIIDOC_HTML --attribute=numbered userguide.txt
$ASCIIDOC_HTML --doctype=manpage manpage.txt
$ASCIIDOC_HTML downloads.txt
$ASCIIDOC_HTML README.txt
$ASCIIDOC_HTML CHANGELOG.txt
$ASCIIDOC_HTML README-website.txt
$ASCIIDOC_HTML a2x.1.txt

How AsciiDoc user guide is generated 

You might have noticed that the distributed documentation files (for example ./doc/asciidoc.html) are not produced directly using the xhtml11 approach. They are produced using the DocBook backend. Moreover, they are not the plain outputs produced using default DocBook XSL Stylesheets configuration, because they have been processed using customized DocBook XSL Stylesheet drivers along with (in the case of HTML outputs) the custom ./stylesheets/docbook.css CSS stylesheet.

If you want to see how the complete documentation set is processed take a look at the A-A-P script ./doc/main.aap.

Basically, the user guide is first converted to a DocBook XML file, then to a single XHTML file:

$ asciidoc -b docbook asciidoc.txt
$ xsltproc --nonet --stringparam html.stylesheet ./docbook-xsl.css \
  ../docbook-xsl/xhtml.xsl asciidoc.xml > asciidoc.html

If using a DocBook XML toolchain is a big hurdles for your, a2x(1) can help — it's toolchain wrapper command that will generate XHTML (chunked and unchunked), PDF, man page, HTML Help and text file outputs from an AsciiDoc text file. a2x(1) does all the grunt work associated with generating and sequencing the toolchain commands and managing intermediate and output files. a2x(1) also optionally deploys admonition and navigation icons and a CSS stylesheet.