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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 needed to promote these groups of requests, and prepare a competent TK for the copywriter to fill the page.

To fill the site, high-quality content is required, which is usually ordered from copywriters. But even the most competent specialist will not be able to write an article in full compliance with your requirements if he is not 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, 4 hours (as long as it takes) to compile.
  • Saves the budget. According to a competently compiled technical task, you will be written a high-quality text for a completely adequate price.
  • Gives the expected result. In order not to send the text for revision several times or even edit it yourself, prepare a clear and clear technical task.
  • Gives clear requirements for the text. The technical task is the main regulatory document in the relationship between the author and the customer. It contains all the requirements 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. In fact, these are any keywords that appear in search results together with a given keyword, because they have the same meaning.

Thus, LSI keywords are divided into two types:

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

LSI queries play an important role for promotion, since the LSI algorithm is the basis of modern search engines. With the help of them, search engines understand the meaning of your content much better. The robot analyzes web pages and determines the words that are 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 clearly set the task, then the performer will reveal the topic as he understands it himself. The result of such work, most likely, will not suit you. You will have to correct the text yourself or send it to a copywriter for revision. But this extra red tape can be avoided if the same 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 the 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 are you going to 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 that the writer can see what type of texts are needed. An example is a powerful thing.

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


To determine the volume of the text, it is better to analyze articles from the top. Without any tricks, just run your eyes, 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 definitely 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, the request “pimples on the face causes” the copywriter will not fit organically into the exact 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 one can show 50%, the other 90%.


I always make a plan of the article I want to receive. By making an article plan with your own hand and passing it to the copywriter, you will seriously increase the chances of getting a good text.

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