Aside from article marketing and link building, what are the steps required to have a successful auto insurance website?

By successful I mean around 200 visitors a day or 6000 a month.

I know this is a competitive industry. I see a few sites out there that have very little content and few links getting 5000-6000 visitors per month.

Are they paying for the traffic? Do they rank for a few important keywords?

Am I missing something?!?!?

Thanks for the help...Great forum!