Interesting, as a web dev I agree that getting into Haskell can be a bit tricky due to exactly what you said... However, I feel that if you remove the Haskelly parts from Haskell it's no longer really what makes it so great. I think focus should rather be more on writing better guides (many of the existing ones are not very "hands on" so you can't get straight to doing what you want - web development - even though it's doable).
However, that being said, I look forward to seeing how this progresses and anything else you may have in store.