diff --git a/.asf.yaml b/.asf.yaml
index 968c6779215a..9541db89daf8 100644
--- a/.asf.yaml
+++ b/.asf.yaml
@@ -38,4 +38,10 @@ github:
         # require branches to be up-to-date before merging
         strict: true
         # don't require any jobs to pass
-        contexts: []
\ No newline at end of file
+        contexts: []
+
+# publishes the content of the `asf-site` branch to
+# https://arrow.apache.org/rust/
+publish:
+  whoami: asf-site
+  subdir: rust
diff --git a/.github/workflows/docs.yml b/.github/workflows/docs.yml
index b46e6be3cc10..f94071fa9a4d 100644
--- a/.github/workflows/docs.yml
+++ b/.github/workflows/docs.yml
@@ -66,6 +66,7 @@ jobs:
       - name: Upload artifacts
         uses: actions/upload-pages-artifact@v1
         with:
+          name: crate-docs
           path: target/doc
 
   deploy:
@@ -73,13 +74,24 @@ jobs:
     if: github.ref_name == 'master' && github.event_name == 'push'
     needs: docs
     permissions:
-      pages: write # to deploy to Pages
-      id-token: write # to verify the deployment originates from an appropriate source
-    environment:
-      name: github-pages
-      url: ${{ steps.deployment.outputs.page_url }}
+      contents: write
     runs-on: ubuntu-latest
     steps:
-      - name: Deploy to GitHub Pages
-        id: deployment
-        uses: actions/deploy-pages@v2
+      - uses: actions/checkout@v3
+      - name: Download crate docs
+        uses: actions/download-artifact@v3
+        with:
+          name: crate-docs
+          path: website/build
+      - name: Prepare website
+        run: |
+          tar -xf website/build/artifact.tar -C website/build
+          rm website/build/artifact.tar
+          cp .asf.yaml ./website/build/.asf.yaml
+      - name: Deploy to gh-pages
+        uses: peaceiris/actions-gh-pages@v3.9.2
+        if: github.event_name == 'push' && github.ref_name == 'master'
+        with:
+          github_token: ${{ secrets.GITHUB_TOKEN }}
+          publish_dir: website/build
+          publish_branch: asf-site
diff --git a/README.md b/README.md
index 41cf9604af76..53220620a304 100644
--- a/README.md
+++ b/README.md
@@ -32,7 +32,7 @@ This repo contains the following main components:
 | arrow-flight | Support for Arrow-Flight IPC protocol                                     | [(README)][flight-readme]      |
 | object-store | Support for object store interactions (aws, azure, gcp, local, in-memory) | [(README)][objectstore-readme] |
 
-See the list of all crates in this repo and their rustdocs [here](https://apache.github.io/arrow-rs).
+See the list of all crates in this repo and their rustdocs [here](https://arrow.apache.org/rust).
 
 There are two related crates in a different repository
 
diff --git a/arrow/README.md b/arrow/README.md
index eef7db4d2c67..4d5206cba0a6 100644
--- a/arrow/README.md
+++ b/arrow/README.md
@@ -24,7 +24,7 @@
 
 This crate contains the official Native Rust implementation of [Apache Arrow][arrow] in memory format, governed by the Apache Software Foundation.
 
-The [crate documentation](https://apache.github.io/arrow-rs/arrow/index.html) contains examples and full API.
+The [crate documentation](https://arrow.apache.org/rust/arrow/index.html) contains examples and full API.
 There are several [examples](https://github.com/apache/arrow-rs/tree/master/arrow/examples) to start from as well.
 
 ## Rust Version Compatibility
diff --git a/parquet/README.md b/parquet/README.md
index bb2f96418d30..19f34fd877fa 100644
--- a/parquet/README.md
+++ b/parquet/README.md
@@ -24,7 +24,7 @@
 
 This crate contains the official Native Rust implementation of [Apache Parquet](https://parquet.apache.org/), which is part of the [Apache Arrow](https://arrow.apache.org/) project.
 
-See [crate documentation](https://apache.github.io/arrow-rs/parquet/index.html) for examples and the full API.
+See [crate documentation](https://arrow.apache.org/rust/parquet/index.html) for examples and the full API.
 
 ## Rust Version Compatibility