Yes, Joe Bloggs should see a site which welcomes her and eases her beginning of use of Tor but which, has only one layer deeper, further steps to take to understand more or to solve installation dificulties. 
The arcane lingo of Linux and Tor enthusiasts should not appear in bulk for several layers.
Links for further reading to broaden Joe's understanding can be available without being the only way to get Tor running.

Robert
Isn't the target audience everybody with an internet connection?
Or at least those that value privacy/.

At the moment Tor is aimed at tech savvy users and although the tor guys have done an excellent job of the instructions so far.

The real momentum will happen when Joe Bloggs, mom and pop start using it.

This is where i want to come in and make it so everyone and anyone no matter your tech ability, either sees the benefits of tor or can get Tor running.
The only way I can do this is by writing very understandable tutorials or explanations of what are quite technical things.