diff --git a/CLAUDE.md b/CLAUDE.md
index 1baa231..f9c544e 100644
--- a/CLAUDE.md
+++ b/CLAUDE.md
@@ -693,6 +693,14 @@ Server-side via `q` query parameter. `ListQuery` extracts it, repos apply `LIKE`
 - Prefer `if`/`else` and `switch` over ternaries; never nest ternaries
 - **Inline `onclick` + global arrow functions** for pages with imperative JS — do not use `DOMContentLoaded` + `addEventListener`
 
+### Copy & UI Text
+
+- **No second-person pronouns** — never use "you", "your", "you're" in user-facing strings (templates, CLI output, error messages, docs). Use imperative tone or impersonal phrasing instead.
+  - "Browse all your coffee data" → "Browse all coffee data"
+  - "Lets you sign in" → "Enables sign-in"
+  - "Your browser does not support" → "This browser does not support"
+  - "you won't see it again" → "it will not be shown again"
+
 ### Naming & Conventions
 
 - **Method naming**: `order_clause()` for sort query builders (not `sort_clause`)
diff --git a/README.md b/README.md
index 7e05917..9b4121d 100644
--- a/README.md
+++ b/README.md
@@ -46,8 +46,8 @@ No users found. Register the first user at:
 This link expires in 1 hour.
 ```
 
-Open that URL, choose a display name, and register a passkey. This creates your account and
-signs you in.
+Open that URL, choose a display name, and register a passkey. This creates an account and
+signs in automatically.
 
 ### CLI Authentication
 
@@ -55,12 +55,12 @@ To use the CLI or API for write operations, create a token via browser handoff:
 
 ```bash
 brewlog token create --name "my-cli-token"
-# Browser opens → authenticate with your passkey → token printed once
+# Browser opens → authenticate with a passkey → token printed once
 
 export BREWLOG_URL="http://localhost:3000"
 export BREWLOG_TOKEN="<token from above>"
 
-# Now you can create data from the CLI
+# Create data from the CLI
 brewlog roaster add --name "Radical Roasters" --country "United Kingdom"
 ```
 
@@ -75,7 +75,7 @@ directory is loaded automatically via [dotenvy](https://crates.io/crates/dotenvy
 
 | Variable                 | Purpose                                                | Default               |
 | ------------------------ | ------------------------------------------------------ | --------------------- |
-| `BREWLOG_RP_ID`          | WebAuthn Relying Party ID (your domain)                | **required**          |
+| `BREWLOG_RP_ID`          | WebAuthn Relying Party ID (server domain)                | **required**          |
 | `BREWLOG_RP_ORIGIN`      | WebAuthn Relying Party origin (full URL)               | **required**          |
 | `BREWLOG_DATABASE_URL`   | Database connection string                             | `sqlite://brewlog.db` |
 | `BREWLOG_BIND_ADDRESS`   | Server bind address                                    | `127.0.0.1:3000`      |
diff --git a/src/main.rs b/src/main.rs
index 5751a22..64bcc8b 100644
--- a/src/main.rs
+++ b/src/main.rs
@@ -87,14 +87,14 @@ async fn run_server(command: ServeCommand) -> Result<()> {
     let openrouter_api_key = command.openrouter_api_key.ok_or_else(|| {
         anyhow::anyhow!(
             "BREWLOG_OPENROUTER_API_KEY is required. Set this environment variable \
-             to your OpenRouter API key for AI-powered extraction features."
+             to an OpenRouter API key for AI-powered extraction features."
         )
     })?;
 
     let foursquare_api_key = command.foursquare_api_key.ok_or_else(|| {
         anyhow::anyhow!(
             "BREWLOG_FOURSQUARE_API_KEY is required. Set this environment variable \
-             to your Foursquare API key for nearby cafe search."
+             to a Foursquare API key for nearby cafe search."
         )
     })?;
 
diff --git a/src/presentation/cli/tokens.rs b/src/presentation/cli/tokens.rs
index 4edf5e7..f04de92 100644
--- a/src/presentation/cli/tokens.rs
+++ b/src/presentation/cli/tokens.rs
@@ -102,7 +102,7 @@ pub async fn create_token(client: &BrewlogClient, cmd: CreateTokenCommand) -> Re
     println!("Token Name: {}", cmd.name);
     println!("\nSave this token securely - it will not be shown again:");
     println!("\n{token}");
-    println!("\nExport it in your environment:");
+    println!("\nExport it as an environment variable:");
     println!("  export BREWLOG_TOKEN={token}");
 
     Ok(())
@@ -159,7 +159,7 @@ async fn run_callback_server(
                     let _ = sender.send(token);
                 }
 
-                Html("<html><body><h1>Authenticated</h1><p>You can close this window and return to the terminal.</p></body></html>".to_string())
+                Html("<html><body><h1>Authenticated</h1><p>This window can be closed. Return to the terminal.</p></body></html>".to_string())
             }
         }),
     );
diff --git a/templates/pages/add.html b/templates/pages/add.html
index 166511f..773e0c5 100644
--- a/templates/pages/add.html
+++ b/templates/pages/add.html
@@ -266,8 +266,8 @@
     </div>
     {% else if grinder_options.is_empty() || brewer_options.is_empty() %}
     <div class="text-sm text-text-secondary">
-      <h3 class="text-lg font-semibold text-text">Add your gear first</h3>
-      <p class="mt-2">Brews need a grinder and brewer. Add your gear to enable this form.</p>
+      <h3 class="text-lg font-semibold text-text">Add gear first</h3>
+      <p class="mt-2">Brews need a grinder and brewer. Add gear to enable this form.</p>
     </div>
     {% else %}
     <div>
@@ -449,7 +449,7 @@
   <div data-show="$_addType === 'gear'" style="display:none" class="rounded-lg border bg-surface p-5">
     <div>
       <h3 class="text-lg font-semibold text-text">New Gear</h3>
-      <p class="mt-1 text-sm text-text-secondary">Add brewing equipment to your collection.</p>
+      <p class="mt-1 text-sm text-text-secondary">Add brewing equipment.</p>
     </div>
     <form method="post" action="/api/v1/gear" class="mt-4 flex flex-col gap-4">
       <div class="grid gap-4 sm:grid-cols-3">
@@ -550,7 +550,7 @@
     {% else %}
     <div>
       <h3 class="text-lg font-semibold text-text">New Cup</h3>
-      <p class="mt-1 text-sm text-text-secondary">Record a coffee you had at a cafe.</p>
+      <p class="mt-1 text-sm text-text-secondary">Record a coffee from a cafe visit.</p>
     </div>
     <form method="post" action="/api/v1/cups" class="mt-4 flex flex-col gap-4">
       <div class="grid gap-4 sm:grid-cols-2">
diff --git a/templates/pages/admin.html b/templates/pages/admin.html
index 8d145f4..a005869 100644
--- a/templates/pages/admin.html
+++ b/templates/pages/admin.html
@@ -6,7 +6,7 @@
 {% block content %}
 <header class="flex flex-col gap-2">
   <h1 class="text-3xl font-semibold">Admin</h1>
-  <p class="max-w-2xl text-sm text-text-secondary">Manage your passkeys, API tokens, and data.</p>
+  <p class="max-w-2xl text-sm text-text-secondary">Manage passkeys, API tokens, and data.</p>
 </header>
 
 <!-- Passkeys -->
@@ -14,7 +14,7 @@
   <div class="flex flex-col gap-4">
     <div>
       <h2 class="text-lg font-semibold text-text">Passkeys</h2>
-      <p class="mt-1 text-sm text-text-secondary">Passkeys let you sign in securely without a password.</p>
+      <p class="mt-1 text-sm text-text-secondary">Passkeys enable secure sign-in without a password.</p>
     </div>
 
     <div class="flex flex-col gap-2">
@@ -45,7 +45,7 @@
     </div>
 
     {% if passkeys.len() <= 1 %}
-    <p class="text-xs text-text-muted">Add another passkey before removing your only one.</p>
+    <p class="text-xs text-text-muted">Add another passkey before removing the only one.</p>
     {% endif %}
 
     <!-- Add passkey form -->
@@ -81,7 +81,7 @@
       </div>
       <div id="add-passkey-loading" class="mt-3 hidden flex items-center gap-3 text-sm text-accent">
         {{ icons::spinner("h-5 w-5") }}
-        Follow the prompts from your browser or device...
+        Follow the prompts from the browser or device...
       </div>
     </div>
 
@@ -195,7 +195,7 @@
       >
         {{ icons::x_mark("h-4 w-4") }}
       </button>
-      <p class="pr-6 text-sm font-medium text-green-800 dark:text-green-300">Token created! Copy it now — you won't see it again.</p>
+      <p class="pr-6 text-sm font-medium text-green-800 dark:text-green-300">Token created! Copy it now — it will not be shown again.</p>
       <div class="mt-3 flex items-center gap-2">
         <code id="token-value" data-text="$_tokenValue"
           class="flex-1 rounded bg-surface px-3 py-2 text-sm font-mono text-text border border-green-200 dark:border-green-800 break-all select-all"></code>
@@ -402,7 +402,7 @@
       return;
     }
 
-    if (!confirm("Are you sure? All coffee data will be permanently deleted.")) {
+    if (!confirm("Confirm? All coffee data will be permanently deleted.")) {
       return;
     }
 
@@ -434,7 +434,7 @@
       if (response.ok) {
         window.location.reload();
       } else if (response.status === 409) {
-        alert("Cannot delete your only passkey. Add another passkey first.");
+        alert("Cannot delete the only passkey. Add another passkey first.");
       } else {
         alert("Failed to delete passkey.");
       }
diff --git a/templates/pages/checkin.html b/templates/pages/checkin.html
index 74bba7f..afc4615 100644
--- a/templates/pages/checkin.html
+++ b/templates/pages/checkin.html
@@ -230,11 +230,11 @@ block title %}Brewlog · Check In{% endblock %} {% block head %}
   <!-- Step 2: Roast identification -->
   <div class="mt-4" data-show="$_step === 2" style="display: none">
     <div class="rounded-lg border bg-surface p-5">
-      <h3 class="text-base font-semibold text-text mb-3">What are you drinking?</h3>
+      <h3 class="text-base font-semibold text-text mb-3">Select a coffee</h3>
 
       <div data-show="!$_scanSuccess" class="mb-4">
         <p class="text-sm text-text-secondary mb-3" data-show="!$_extracting">
-          Scan a bag to identify the coffee, or select from your existing roasts below.
+          Scan a bag to identify the coffee, or select from existing roasts below.
         </p>
 
         <form
diff --git a/templates/pages/data.html b/templates/pages/data.html
index 0fdd2da..f12d228 100644
--- a/templates/pages/data.html
+++ b/templates/pages/data.html
@@ -2,7 +2,7 @@
 {% block content %}
 <header class="flex flex-col gap-2">
   <h1 class="text-3xl font-semibold">Data</h1>
-  <p class="max-w-2xl text-sm text-text-secondary">Browse all your coffee data.</p>
+  <p class="max-w-2xl text-sm text-text-secondary">Browse all coffee data.</p>
 </header>
 
 <div class="flex flex-col gap-4">
diff --git a/templates/pages/login.html b/templates/pages/login.html
index 141fcd3..86ef26f 100644
--- a/templates/pages/login.html
+++ b/templates/pages/login.html
@@ -8,13 +8,13 @@
   <div class="rounded-lg border bg-surface p-6">
     <h1 class="text-2xl font-semibold text-accent">Login</h1>
     <p class="mt-2 text-sm text-text-secondary">
-      Sign in with your passkey to manage your coffee log.
+      Sign in with a passkey to access the coffee log.
     </p>
 
     <div id="login-error" class="mt-4 hidden rounded-md bg-red-100 border border-red-300 p-3 text-sm text-red-800"></div>
 
     <div id="login-unsupported" class="mt-4 hidden rounded-md bg-yellow-100 border border-yellow-300 p-3 text-sm text-yellow-800">
-      Your browser does not support passkeys. Please use a modern browser (Chrome, Firefox, Safari, or Edge).
+      This browser does not support passkeys. Please use a modern browser (Chrome, Firefox, Safari, or Edge).
     </div>
 
     <div class="mt-6">
diff --git a/templates/pages/register.html b/templates/pages/register.html
index c61689a..2109f42 100644
--- a/templates/pages/register.html
+++ b/templates/pages/register.html
@@ -8,13 +8,13 @@
   <div class="rounded-lg border bg-surface p-6">
     <h1 class="text-2xl font-semibold text-accent">Register</h1>
     <p class="mt-2 text-sm text-text-secondary">
-      Create your account by registering a passkey. This will be used to sign in going forward.
+      Create an account by registering a passkey. This will be used to sign in going forward.
     </p>
 
     <div id="register-error" class="mt-4 hidden rounded-md bg-red-100 border border-red-300 p-3 text-sm text-red-800"></div>
 
     <div id="register-unsupported" class="mt-4 hidden rounded-md bg-yellow-100 border border-yellow-300 p-3 text-sm text-yellow-800">
-      Your browser does not support passkeys. Please use a modern browser (Chrome, Firefox, Safari, or Edge).
+      This browser does not support passkeys. Please use a modern browser (Chrome, Firefox, Safari, or Edge).
     </div>
 
     <div id="register-form" class="mt-6 flex flex-col gap-4">
@@ -26,7 +26,7 @@
           required
           autofocus
           class="input-field"
-          placeholder="Your name"
+          placeholder="Display name"
         />
       </label>
 
@@ -49,14 +49,14 @@
       </button>
 
       <div id="register-loading" class="mt-2 hidden text-center text-sm text-text-muted">
-        <p>Follow the prompts from your browser or device...</p>
+        <p>Follow the prompts from the browser or device...</p>
       </div>
     </div>
 
     <div id="register-success" class="mt-6 hidden">
       <div class="rounded-md bg-green-100 border border-green-300 p-4 text-sm text-green-800">
         <p class="font-semibold">Registration successful!</p>
-        <p class="mt-1">Your passkey has been registered and you are now signed in.</p>
+        <p class="mt-1">Passkey registered. Now signed in.</p>
       </div>
       <a
         href="/"
diff --git a/templates/partials/lists/bag_list.html b/templates/partials/lists/bag_list.html
index 49d1740..bb76458 100644
--- a/templates/partials/lists/bag_list.html
+++ b/templates/partials/lists/bag_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No bags added yet. Click the Add button to create your first bag.
+      No bags added yet. Click Add to create the first bag.
       {% else %}
       No bags added yet.
       {% endif %}
@@ -135,7 +135,7 @@
       </table>
     </div>
     {% if bags.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No bags match your search.</div>
+    <div class="p-8 text-center text-text-muted">No bags match the search.</div>
     {% endif %}
     {{ table::pagination_header(bags, navigator, "#bag-list") }}
     {% if bags.has_next() %}
diff --git a/templates/partials/lists/brew_list.html b/templates/partials/lists/brew_list.html
index 2681746..e04cf21 100644
--- a/templates/partials/lists/brew_list.html
+++ b/templates/partials/lists/brew_list.html
@@ -22,7 +22,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No brews logged yet. Click the Add button to log your first brew.
+      No brews logged yet. Click Add to log the first brew.
       {% else %}
       No brews logged yet.
       {% endif %}
@@ -124,7 +124,7 @@
 
     {% if brews.items.is_empty() %}
     <div class="p-8 text-center text-text-muted">
-      No brews match your search.
+      No brews match the search.
     </div>
     {% endif %}
 
diff --git a/templates/partials/lists/cafe_list.html b/templates/partials/lists/cafe_list.html
index bdfa298..3173bbc 100644
--- a/templates/partials/lists/cafe_list.html
+++ b/templates/partials/lists/cafe_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No cafes added yet. Click the Add button to add your first cafe.
+      No cafes added yet. Click Add to add the first cafe.
       {% else %}
       No cafes added yet.
       {% endif %}
@@ -110,7 +110,7 @@
       </table>
     </div>
     {% if cafes.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No cafes match your search.</div>
+    <div class="p-8 text-center text-text-muted">No cafes match the search.</div>
     {% endif %}
     {{ table::pagination_header(cafes, navigator, "#cafe-list") }}
     {% if cafes.has_next() %}
diff --git a/templates/partials/lists/cup_list.html b/templates/partials/lists/cup_list.html
index a4bc8a2..6785232 100644
--- a/templates/partials/lists/cup_list.html
+++ b/templates/partials/lists/cup_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No cups added yet. Click the Add button to add your first cup.
+      No cups added yet. Click Add to add the first cup.
       {% else %}
       No cups added yet.
       {% endif %}
@@ -93,7 +93,7 @@
       </table>
     </div>
     {% if cups.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No cups match your search.</div>
+    <div class="p-8 text-center text-text-muted">No cups match the search.</div>
     {% endif %}
     {{ table::pagination_header(cups, navigator, "#cup-list") }}
     {% if cups.has_next() %}
diff --git a/templates/partials/lists/gear_list.html b/templates/partials/lists/gear_list.html
index 832a440..2e8c485 100644
--- a/templates/partials/lists/gear_list.html
+++ b/templates/partials/lists/gear_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No gear added yet. Click the Add button to add your first piece of equipment.
+      No gear added yet. Click Add to add the first piece of equipment.
       {% else %}
       No gear added yet.
       {% endif %}
@@ -90,7 +90,7 @@
       </table>
     </div>
     {% if gear.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No gear matches your search.</div>
+    <div class="p-8 text-center text-text-muted">No gear matches the search.</div>
     {% endif %}
     {{ table::pagination_header(gear, navigator, "#gear-list") }}
     {% if gear.has_next() %}
diff --git a/templates/partials/lists/roast_list.html b/templates/partials/lists/roast_list.html
index 3f2cf16..ee1158c 100644
--- a/templates/partials/lists/roast_list.html
+++ b/templates/partials/lists/roast_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No roasts added yet. Click the Add button to create your first roast.
+      No roasts added yet. Click Add to create the first roast.
       {% else %}
       No roasts added yet.
       {% endif %}
@@ -111,7 +111,7 @@
       </table>
     </div>
     {% if roasts.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No roasts match your search.</div>
+    <div class="p-8 text-center text-text-muted">No roasts match the search.</div>
     {% endif %}
     {{ table::pagination_header(roasts, navigator, "#roast-list") }}
     {% if roasts.has_next() %}
diff --git a/templates/partials/lists/roaster_list.html b/templates/partials/lists/roaster_list.html
index c0ca338..2569864 100644
--- a/templates/partials/lists/roaster_list.html
+++ b/templates/partials/lists/roaster_list.html
@@ -8,7 +8,7 @@
   >
     <p class="text-center">
       {% if is_authenticated %}
-      No roasters added yet. Click the Add button to create your first roaster.
+      No roasters added yet. Click Add to create the first roaster.
       {% else %}
       No roasters added yet.
       {% endif %}
@@ -110,7 +110,7 @@
       </table>
     </div>
     {% if roasters.items.is_empty() %}
-    <div class="p-8 text-center text-text-muted">No roasters match your search.</div>
+    <div class="p-8 text-center text-text-muted">No roasters match the search.</div>
     {% endif %}
     {{ table::pagination_header(roasters, navigator, "#roaster-list") }}
     {% if roasters.has_next() %}
diff --git a/templates/partials/location_search.html b/templates/partials/location_search.html
index 4d83b1f..7d75274 100644
--- a/templates/partials/location_search.html
+++ b/templates/partials/location_search.html
@@ -7,7 +7,7 @@ const locateUser = (triggerEl) => {
     root.dispatchEvent(new CustomEvent(name, { detail, bubbles: true }));
 
   if (!navigator.geolocation) {
-    emit('location-error', { message: 'Geolocation not supported by your browser.' });
+    emit('location-error', { message: 'Geolocation not supported by this browser.' });
     return;
   }
 
@@ -48,7 +48,7 @@ const locateUser = (triggerEl) => {
     </button>
     <input type="text" data-bind:_city-name
       class="input-field w-full"
-      data-attr:placeholder="$_locationFound ? 'Using your location (' + $_userLat.toFixed(2) + ', ' + $_userLng.toFixed(2) + ')' : 'Name of city or area'"
+      data-attr:placeholder="$_locationFound ? 'Using current location (' + $_userLat.toFixed(2) + ', ' + $_userLng.toFixed(2) + ')' : 'Name of city or area'"
       data-attr:disabled="$_locationFound"
       data-on:input__debounce.350ms="$_cityName.length >= 2 && $_cafeSearch.length >= 2 && @get('/api/v1/nearby-cafes?near=' + encodeURIComponent($_cityName) + '&q=' + encodeURIComponent($_cafeSearch), {responseOverrides: {selector: '#nearby-results', mode: 'replace'}})"
     />