> you could just use a programming language ... like Haskell, OCaml or Scala.

Then you run into the problem of finding developers who are competent in these languages. I'm probably not the smartest guy but I've been a competent programmer for nearly 30 years. Haskell is something that seriously kicked my ass the few times I tried to get into it.

Suggest to Raku to that list. All the early Raku devs were Haskell coders (the first Raku parser (PUGS) was written in Haskell).

Since Raku suports both OO and Functional coding styles, and has built in Grammars, it is very nice for DSLs.

"just"

HTML!

Or Lisp.

"Looks good" might be something not everyone agrees on for Lisp, but once you've seen S-expressions, XML looks terrible. Disgustingly verbose and heavyweight.