diff --git a/notebook/templates/login.html b/notebook/templates/login.html
index 61aafaf17..91f909a77 100644
--- a/notebook/templates/login.html
+++ b/notebook/templates/login.html
@@ -45,16 +45,20 @@
     {% endif %}
     {% if token_available %}
     {% block token_message %}
-    <div class="col-sm-6 col-sm-offset-3 text-left">
-      <p class="warning">
-        Token authentication is enabled.
-
-        You need to open the notebook server with its first-time login token in the URL,
-        or enable a password in order to gain access.
-        The command:
+    <div class="col-sm-6 col-sm-offset-3 text-left rendered_html">
+      <h3>
+        Token authentication is enabled
+      </h3>
+      <p>
+        If no password has been configured, you need to open the notebook
+        server with its login token in the URL, or paste it above.
+        This requirement will be lifted if you
+        <b><a href='https://jupyter-notebook.readthedocs.io/en/stable/public_server.html'>
+            enable a password</a></b>.
       </p>
-      <pre>jupyter notebook list</pre>
       <p>
+        The command:
+        <pre>jupyter notebook list</pre>
         will show you the URLs of running servers with their tokens,
         which you can copy and paste into your browser. For example:
       </p>
@@ -62,11 +66,22 @@
 http://localhost:8888/?token=c8de56fa... :: /Users/you/notebooks
 </pre>
       <p>
-        Or you can paste just the token value into the password field on this page.
+        or you can paste just the token value into the password field on this
+        page.
+      </p>
+      <p>
+        See
+        <b><a
+         href='https://jupyter-notebook.readthedocs.io/en/stable/public_server.html'>
+                the documentation on how to enable a password</a>
+        </b>
+        in place of token authentication,
+        if you would like to avoid dealing with random tokens.
       </p>
       <p>
         Cookies are required for authenticated access to notebooks.
       </p>
+
     </div>
     {% endblock token_message %}
     {% endif %}