apply one-sentence-per-line rule to the changed section
update documentation for GitHub change hook

* misc syntax, wording and cosmetic changes
* move mention of standalone server to the beginning of the section
* fix link to the GitHub tutorial for adding webhooks
* make list of parameters of GitHub webhook and their correpsonding
  values explicit

Fixes ticket:2938
Merge sa2ajj/buildbot:bugfix-2938 (PR #1253)