Skip to content

Preparing content for the website

At this stage, we have formed the internal structure of the site. We know which groups of requests we want to promote. Next, we need to analyze what content is required to encourage these groups of requests and prepare a competent TK for the copywriter to fill the page.

High-quality content is required, which is usually ordered from copywriters. But even the most competent specialist can only write an article in full compliance with your requirements if provided with a detailed technical specification.

What gives the terms of reference

  • Saves time. A ready-made technical task is a template that you will spend 2, 3, or 4 hours (as long as it takes) to compile.
  • Saves the budget. You will write high-quality text for a reasonable price according to a competently assembled technical task.
  • Gives the expected result. To avoid sending the text for revision several times or even editing it yourself, prepare a clear and precise technical task.
  • Gives precise requirements for the reader. The technical task is the main regulatory document in the author and customer relationship. It contains all the needs for the fulfillment of which the copywriter will receive payment.

Cluster analysis

  • Evaluate on which page competitors promote this group (home page, category page, product card, article, news)
  • What number of characters are posted on competitors’ websites
  • What text structure do competitors use?

Using LSI

LSI (from the English latent semantic indexing or latent semantic indexing, latent semantic analysis) is a method of writing text using semantically related words and phrases that increases the relevance of the content and meaning of the text.

Many people are mistaken in the fact that LSI queries are only synonyms. These are any keywords that appear in search results with a given keyword because they have the same meaning.

Thus, LSI keywords are divided into two types:

  • synonymous (sLSI);
  • relevant (rLSI).

LSI queries are essential for promotion since the LSI algorithm is the basis of modern search engines. With their help, search engines understand the meaning of your content much better. The robot analyzes web pages and determines the words most often used together. These are the LSI keys.

The terms of reference are the skeleton of the entire text

A copywriter is not a psychic. He does not know how to read the customer’s thoughts and guess his desires. If you cannot set the task, the performer will reveal the topic as he understands it. The result of such work, most likely, will not suit you. You must correct the text or send it to a copywriter for revision. But this extra red tape can be avoided if the exact requirements are written in advance, even before the start of the task.

What should be in the terms of reference

What must be specified in terms of reference for the copywriter?

The topic of the article and the purpose

Write down for what purposes you need the text. Do you want to post it on a blog, or will you sell something with it? Maybe you need a press release or a “shorty” for mailing. You can also post a link to your website so the writer can see what type of text is needed. An example is a powerful thing.

You also need to specify the type of text to cut off unnecessary applicants. Many copywriters on content exchanges write only “information” and do not take up advertising due to the lack of necessary skills. Therefore, I usually indicate the type of text (informational, advertising) in the title of the technical task.


Determining the size of the text, this is better to analyze articles from the top. Without any tricks, just run your eyes, and measure the number of characters through the Word counter. Information text usually has a volume of 5 to 10 thousand characters, selling – from 2 to 3 thousand characters.

Key queries

Remember that if we add a bunch of keys to the text, we will fall under the sanctions of the PS. Therefore, we need to act more carefully.

Take 2-3 high-frequency queries and reformulate them so that they can be entered without harming readability. For example, in the request “pimples on the face causes,” the copywriter will not fit organically into the actual occurrence, so it should be redone into “causes of pimples on the face” or put in the subtitle H2. Low-frequency queries should be broken down into separate words and transmitted in this form to the copywriter so that he also enters.


Here you need to prescribe a minimum bar for the uniqueness of the text and – be sure! – anti-plagiarism, which will be checked. Antiplagiates have different algorithms so that one can show 50% and the other 90%.


I always make a plan for the article I want to receive. Creating an article plan with your hand and passing it to the copywriter will increase the chances of getting a good text.

23 thoughts on “Preparing content for the website”

  1. Determining the text’s volume is essential for effective content planning. Depending on your goals, you can specify whether you need a lengthy informational article or a concise, persuasive piece.

  2. Setting up a clear and detailed technical task for your copywriter is crucial when preparing content for your website. It not only saves time and budget but also ensures that the final content aligns with your expectations and requirements. It’s the foundation for a successful content creation process.

  3. A well-structured technical task is an investment in the success of your website’s content. It provides clarity and direction for the copywriter, ultimately leading to high-quality content that meets your objectives.

  4. The structure of your content is critical for readability and user engagement. Collaborating with your copywriter to create a detailed article plan can greatly improve the quality of the final text.

  5. Setting the right volume for your content is essential. Consider the type of information you want to convey and adjust the word count accordingly.

  6. Key queries should be chosen carefully to avoid keyword stuffing. Strike a balance between SEO optimization and natural readability for the best results.

  7. LSI keywords are an essential element in modern SEO. They enhance the relevance of your content and help search engines understand its context better.

  8. Don’t overlook the importance of specifying the type of text you need in your terms of reference. This helps filter out unqualified applicants and ensures you get the content that suits your requirements.

  9. Cluster analysis is a valuable tool for understanding how competitors promote their content.

  10. When creating a terms of reference, think of it as a collaboration tool between you and the copywriter. The more detailed and precise it is, the smoother the content creation process will be.

  11. Uniqueness and plagiarism checks are non-negotiable aspects of content creation. It ensures the integrity of your website and helps maintain a strong online presence.

  12. A structured article plan can significantly improve the quality of the content you receive. It guides the copywriter in delivering content that aligns with your expectations and goals.

  13. Don’t underestimate the role of LSI keywords in content optimization. They can make a significant difference in how search engines perceive and rank your content.

  14. I was very pleased to uncover this web site. I want to to thank you for your time due to this fantastic read!! I definitely appreciated every bit of it and I have you bookmarked to look at new things on your website.

  15. The importance of a well-structured technical task cannot be overstated. It serves as a roadmap for the copywriter, making sure they understand the purpose, volume, keywords, and structure of the content they are expected to create. It’s the key to a productive collaboration.

  16. Terms of reference act as the backbone of any content creation project. They provide clarity to the copywriter about your expectations, goals, and desired outcomes. Without a well-defined technical task, you risk receiving content that doesn’t align with your vision.

  17. LSI keywords are not just synonyms; they encompass any semantically related words or phrases that enhance the content’s meaning.

  18. A well-prepared technical task not only benefits the copywriter but also streamlines the entire content creation process. It’s a valuable investment in ensuring your website’s content meets your goals and standards.

  19. When creating a terms of reference, be sure to specify the article’s topic, purpose, and the type of content you need. Providing examples or links to similar content can help the copywriter better understand your requirements.

  20. Uniqueness is paramount when preparing content for your website. Clearly state your expectations for the minimum uniqueness percentage and emphasize the importance of plagiarism checks.

  21. Terms of reference are the cornerstone of effective content creation. They provide a clear roadmap for both the copywriter and the client, leading to better results and fewer revisions.

  22. Carefully select key queries for your content, ensuring they are relevant and not overused. Balancing keyword inclusion with readability is crucial to avoid search engine penalties.

Leave a Reply

Your email address will not be published. Required fields are marked *