diff --git a/frontend/src/pages/how-it-works.tsx b/frontend/src/pages/how-it-works.tsx
index 44fb328..894ad3b 100644
--- a/frontend/src/pages/how-it-works.tsx
+++ b/frontend/src/pages/how-it-works.tsx
@@ -152,7 +152,7 @@ function Nav() {
           href='/register/'
           className={`rounded-full px-5 py-2.5 text-sm font-semibold ${ui.button}`}
         >
-          Join waitlist
+          Start free
         </Link>
       </div>
     </header>
@@ -336,7 +336,7 @@ function Mockup({ type }: { type: string }) {
         <p className='text-sm font-semibold uppercase tracking-[0.18em] text-[#c79a38]'>
           Your coaching space
         </p>
-        <h3 className='mt-2 text-2xl font-semibold'>Sarah's Coaching</h3>
+        <h3 className='mt-2 text-2xl font-semibold'>Sarah&apos;s Coaching</h3>
         <p className={`mt-2 ${ui.darkMuted}`}>Private · coach-approved</p>
       </div>
       <div className='mt-4 space-y-3'>
@@ -443,7 +443,7 @@ export default function HowItWorks() {
               href='/register/'
               className={`rounded-full px-8 py-4 font-semibold ${ui.button}`}
             >
-              Join waitlist
+              Start free
             </Link>
             <a
               href='#coaching-week'
@@ -522,7 +522,7 @@ export default function HowItWorks() {
                   Client view
                 </p>
                 <h3 className='mt-2 text-2xl font-semibold'>
-                  Sarah's Coaching
+                  Sarah&apos;s Coaching
                 </h3>
                 <p className={`mt-2 ${ui.darkMuted}`}>
                   Private workspace · approved by coach
@@ -627,7 +627,7 @@ export default function HowItWorks() {
                 href='/register/'
                 className={`mt-8 inline-flex rounded-full px-7 py-4 font-semibold ${ui.button}`}
               >
-                Join waitlist
+                Start free
               </Link>
             </div>
           </div>
@@ -666,7 +666,7 @@ export default function HowItWorks() {
               href='/register/'
               className={`rounded-full px-8 py-4 font-semibold ${ui.button}`}
             >
-              Join waitlist
+              Start free
             </Link>
           </div>
         </section>
diff --git a/frontend/src/pages/index.tsx b/frontend/src/pages/index.tsx
index 9cae035..467dc4a 100644
--- a/frontend/src/pages/index.tsx
+++ b/frontend/src/pages/index.tsx
@@ -182,7 +182,7 @@ export default function Starter() {
               href='/register/'
               className={`rounded-full px-5 py-2.5 text-sm font-semibold ${ui.button}`}
             >
-              Join waitlist
+              Start free
             </Link>
           </div>
         </header>
@@ -210,7 +210,7 @@ export default function Starter() {
                 href='/register/'
                 className={`rounded-full px-10 py-5 text-lg font-semibold ${ui.button}`}
               >
-                Join waitlist
+                Start free
               </Link>
             </div>
             <p className={`mt-5 text-lg ${ui.muted}`}>
@@ -478,7 +478,7 @@ export default function Starter() {
               </h2>
               <p className={`mt-6 text-lg leading-8 ${ui.muted}`}>
                 Private notes stay private. Shared notes are approved.
-                Client-facing content carries the coach's voice, not a generic
+                Client-facing content carries the coach&apos;s voice, not a generic
                 chatbot voice.
               </p>
             </div>
diff --git a/frontend/src/pages/login.tsx b/frontend/src/pages/login.tsx
index 3ab965b..36fc850 100644
--- a/frontend/src/pages/login.tsx
+++ b/frontend/src/pages/login.tsx
@@ -87,7 +87,7 @@ function Nav() {
           href='/register/'
           className={`rounded-full px-5 py-2.5 text-sm font-semibold ${ui.button}`}
         >
-          Join waitlist
+          Start free
         </Link>
       </div>
     </header>