diff --git a/CONTRIBUTING.md b/CONTRIBUTING.md
index 76df43705..adce08f91 100644
--- a/CONTRIBUTING.md
+++ b/CONTRIBUTING.md
@@ -93,7 +93,7 @@ language, for example:
 
 here are the apis that should be implemented for a language
 
-Note that these are also documented in [`pre_commit/languages/all.py`](https://github.com/pre-commit/pre-commit/blob/master/pre_commit/languages/all.py)
+Note that these are also documented in [`pre_commit/languages/all.py`](https://github.com/pre-commit/pre-commit/blob/main/pre_commit/languages/all.py)
 
 #### `ENVIRONMENT_DIR`
 
diff --git a/README.md b/README.md
index de7032cb9..db1259c25 100644
--- a/README.md
+++ b/README.md
@@ -1,6 +1,6 @@
-[![Build Status](https://dev.azure.com/asottile/asottile/_apis/build/status/pre-commit.pre-commit?branchName=master)](https://dev.azure.com/asottile/asottile/_build/latest?definitionId=21&branchName=master)
-[![Azure DevOps coverage](https://img.shields.io/azure-devops/coverage/asottile/asottile/21/master.svg)](https://dev.azure.com/asottile/asottile/_build/latest?definitionId=21&branchName=master)
-[![pre-commit.ci status](https://results.pre-commit.ci/badge/github/pre-commit/pre-commit/master.svg)](https://results.pre-commit.ci/latest/github/pre-commit/pre-commit/master)
+[![Build Status](https://dev.azure.com/asottile/asottile/_apis/build/status/pre-commit.pre-commit?branchName=main)](https://dev.azure.com/asottile/asottile/_build/latest?definitionId=21&branchName=main)
+[![Azure DevOps coverage](https://img.shields.io/azure-devops/coverage/asottile/asottile/21/main.svg)](https://dev.azure.com/asottile/asottile/_build/latest?definitionId=21&branchName=main)
+[![pre-commit.ci status](https://results.pre-commit.ci/badge/github/pre-commit/pre-commit/main.svg)](https://results.pre-commit.ci/latest/github/pre-commit/pre-commit/main)
 
 ## pre-commit
 
diff --git a/azure-pipelines.yml b/azure-pipelines.yml
index d3336a46a..afb298289 100644
--- a/azure-pipelines.yml
+++ b/azure-pipelines.yml
@@ -1,6 +1,6 @@
 trigger:
   branches:
-    include: [master, test-me-*]
+    include: [main, test-me-*]
   tags:
     include: ['*']
 
diff --git a/pre_commit/main.py b/pre_commit/main.py
index da96a0119..f3c551885 100644
--- a/pre_commit/main.py
+++ b/pre_commit/main.py
@@ -197,7 +197,7 @@ def main(argv: Sequence[str] | None = None) -> int:
     autoupdate_parser.add_argument(
         '--bleeding-edge', action='store_true',
         help=(
-            'Update to the bleeding edge of `master` instead of the latest '
+            'Update to the bleeding edge of `HEAD` instead of the latest '
             'tagged version (the default behavior).'
         ),
     )