Toolbox Documentation Help Needed

I'm documenting a toolbox that I've written but I've hit two roadblocks.

Firstly, I was wondering if you could tell me where I inform MATLAB how to find the demos.xml file ( detailed here ). At the moment I have it living in a demos directory in the toolbox folder with all of the demo scripts however MATLAB seems to be expecting it in the toolbox root. If I move it into the toolbox root, MATLAB finds it but the links to the demo scripts don't work despite including lines like source>demos/demo1D</source for each demoitem in demos.xml. I just get a Warning - Documentation File Not Found when I click on one of the demos after typing demo toolbox MyToolbox

The other challenge is working out how to create a decent landing page or roadmap page for the toolbox in the help menu. At the moment, MATLAB pulls whatever info I've added to Contents.m ( here ) and uses that as the roadmap page, but all of the official toolbox have some nice professional looking pages with links to User Guides, Getting Started, PDF Documents, etc. Can anyone point me in the direction of a guide that explains how to create a decent landing page?

Thanks.