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... the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the ... elements: Agency Web Site Locators Although carrier Web sites usually have areas for the press, stockholders, employees, and suppliers, they leave customer service and relations to their agents. That means they need to provide the public with an effective agency-locator service. The carrier's home page should feature an agency locator that allows site visitors to home in on an agent by location (ZIP code, area code, or state/city) and product (Auto, Home, Life, Main Street, and so forth) . Search results ... would do well to make this type of third-party content available for agents to add to their sites. Again, although the carrier should get credit for providing this information, it needs to be "embedded" within the agent's brand. Insurance and Related Links Agents can build the value of their sites by including links to other sites their visitors are likely to find helpful (such as the State Department of Transportation, Department of Motor Vehicles, Insurance Commissioner, and insurance consumer sites) . For comprehensive listings that you can install on ...

... the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the ... elements: Agency Web Site Locators Although carrier Web sites usually have areas for the press, stockholders, employees, and suppliers, they leave customer service and relations to their agents. That means they need to provide the public with an effective agency-locator service. The carrier's home page should feature an agency locator that allows site visitors to home in on an agent by location (ZIP code, area code, or state/city) and product (Auto, Home, Life, Main Street, and so forth) . Search results ... would do well to make this type of third-party content available for agents to add to their sites. Again, although the carrier should get credit for providing this information, it needs to be "embedded" within the agent's brand. Insurance and Related Links Agents can build the value of their sites by including links to other sites their visitors are likely to find helpful (such as the State Department of Transportation, Department of Motor Vehicles, Insurance Commissioner, and insurance consumer sites) . For comprehensive listings that you can install on ...