There is no universal TOR for all site categories since each type of page performs a specific task. Generally, the terms of reference are prepared according to the same principle, but some points will differ depending on the section.
The main task of such content is to get a lead. After reading the text, a person should desire to buy a product right here and now or at least call to clarify the nuances of interest.
To hook a client, a copywriter must understand who he is writing for and know everything about the target audience. The contractor will also need information about the company and a complete list of the advantages of your products. These data must be specified in the TOR. The technical task is similar to the standard template for the rest of the items.
Selling text
The main task of such content is to get a lead. After reading the text, a person should desire to buy a product right here and now or at least call to clarify the nuances of interest.
To hook a client, a copywriter must understand who he is writing for and know everything about the target audience. The contractor will also need information about the company and a complete list of the advantages of your products. These data must be specified in the TOR. For the rest of the items, the technical task does not differ from the standard template.
Home page
A copywriter needs complete information about your company: a list of services, the date of foundation, interesting facts, a list of partner companies, and the main advantages listed in abstracts. Additionally, you need to identify strong competitors in the TOR and indicate what you like on their sites and what you don’t.
You should also describe the target audience and highlight the issues that interest them. They can be collected from sales managers and consultants, in reviews on the website, or from your representative offices in social networks. This information is essential because, in the text, the copywriter will have to close all the objections of your opponents.
Product card
There are minimum requirements for product cards. Usually, it all comes down to SEO because uniqueness, nausea, and other technical parameters are important here. But in addition, certain requirements may be specified:
- use the exact name of the product 2 times evenly throughout the text;
- use 3-4 parameters from the “Characteristics” tab;
- list the advantages of a particular product.
Otherwise, the TOR is compiled as usual.
Informational article
The main emphasis is on exciting and useful content, so a copywriter needs a detailed outline of the article and preferably more sources from which to borrow information. In addition to competitors’ websites, sources can be videos on the topic, PDF files, etc.
While product cards often focus on SEO, including specific requirements for product name usage, parameters, and advantages in your TOR can enhance the overall effectiveness of your product descriptions. It’s essential to strike a balance between SEO and user engagement.
Tailoring your technical task (TOR) to the specific type of page you’re working on is crucial for achieving your desired outcomes. Each page category has unique goals, and a well-crafted TOR ensures that your copywriter understands and addresses those goals effectively.
Product cards play a vital role in e-commerce, and SEO optimization is often the focus. However, specifying additional requirements, such as using the product name strategically and highlighting key parameters and advantages, can enhance the effectiveness of your product card TOR.
For the home page, comprehensive information about your company and competitor analysis are essential components of the TOR. Providing these details helps the copywriter address potential objections and create engaging content that captures your audience’s attention.
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Customizing your TOR based on the type of page is a smart approach. It ensures that the copywriter has the necessary information and guidance to create content that aligns with the specific goals of each page category.
The goal of selling text is clear: to drive conversions. By outlining the target audience and product advantages in your TOR, you empower your copywriter to craft persuasive content that can lead to immediate sales or inquiries.
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Crafting an effective home page requires comprehensive information about your company, its services, history, partnerships, and competitive landscape. This information helps the copywriter create engaging content that appeals to your target audience and addresses potential objections.
Informational articles should offer valuable and engaging content. Providing your copywriter with a detailed outline and additional sources of information can help them create informative articles that resonate with your audience.
When creating selling text, the primary objective is to convert readers into customers. To achieve this, it’s essential for the copywriter to have a deep understanding of the target audience and the product’s advantages. These key elements should be clearly outlined in the TOR to guide the copywriting process.
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