diff --git a/Makefile.in b/Makefile.in
index c4da4986..a173bf86 100644
--- a/Makefile.in
+++ b/Makefile.in
@@ -80,11 +80,19 @@ endif
 
 .PHONY: all install uninstall distclean info install-html html \
 install-pdf pdf install-dvi dvi install-ps ps clean dist check \
-installdirs i18n virtualenv
+installdirs i18n virtualenv docs
+
 # update postgresql
 
 all: develop
 
+ifneq ($(VIRTUALENV),no)
+docs:
+	source bin/activate && cd docs && make html
+else
+	cd docs && make html
+endif
+
 develop: $(maybe_venv_dep) i18n mediagoblin.ini
 
 # NEVER clobber a user's mediagoblin.ini once they've defined it