Recruiters are buried under avalanches of resumes sent by unqualified people. It makes them think all job seekers are lazy and incompetent. You can catch the recruiter's/employer's attention by proving otherwise - by showing that you were interested enough to visit the company Website and notice what was there.
Visiting the company Website before applying allows you to collect information about the employer that makes it easy to customize the resume and cover letter for that employer - drop in a few product or service names, mention the company mission in the resume objective, etc.
Those employer-specific terms will jump out of your cover letter and/or resume for the recruiter/employer. You will immediately stand out in the crowd of job seekers. This is a true competitive advantage!
And, BTW, many recruiters have told me that job seekers show how interested they are in a job by following up with a phone call. Otherwise, the recruiter assumes that the job seeker isn't (1) very interested and/or (2) very self-motivated - a.k.a. "lazy.". So, follow-up, follow-up, follow-up!