When it comes to writing copy:

CTAs get way less attention than they deserve.

At Beetle Beetle, we’ve spent the last 7 years rewriting and rebuilding B2B and SaaS websites, from scrappy early-stage startups to mid-market leaders. We’ve reworked their positioning, branding, and place in the market.

Across 50+ projects, we kept seeing the same thing:

Teams pour all their energy into the hero copy, the benefits and features sections, the fancy animations.

But then slap a generic “Book a Demo” button at the end with a “Ready to transform your business?” headline and call it a day.

The page could be great, but if the CTA misses the point, you lose a prospect.

Your CTA isn’t just a test of how well you wrote the rest of the page.

It is a part of the narrative.

It’s your chance to give show them direct value, create a sense of urgency and get rid of any hesitations and friction.

Generic CTAs miss out on doing any of this.

And it’s not because they’re ugly. It’s because they ask too much, too soon, or just say the wrong thing at the wrong time.

That’s why we made this CTA checklist.

It’s based on everything we’ve learned auditing hundreds of pages and writing thousands.

It goes one step beyond the basics and helps you think about commitment levels, context, awareness, timing, the questions visitors are asking before they click, and a whole lot more.

Use this to stress-test your CTAs.