Picture this: you're looking for a new life insurance policy. You search for a provider and then give her a call.

Before she even answers the phone, the agent instantly knows:

you found her site after searching for the term "affordable life insurance"

you spent 5 minutes on her site reading about term policies

you used the quote calculator to build a policy that cost $35 per month

She's in good position to close this deal, isn't she? By connecting your website session to the incoming phone call, the agent has essentially become a mind reader.