Your answers to questions on a phone interview should align with the characteristics of the institution that's hiring. That is, your answers should be fairly distinct for an interview with a large research university versus a regional university. Likewise, the answers should be different for a state 4-year college with larger classes versus a SLAC with smaller classes and heavy student engagement. Cookie-cutter answers don't usually do well, in my experience.
One way to craft your answers is to spend some time researching the institution and, especially, department you'd be working for prior to the phone interview. From the institution's website and other sources you may be able to identify specific programs or strengths that make the department unique. Being able to integrate some of this into your answers can make you look like you're a serious candidate (i.e., took the time to do some research) who has realistic ambitions.
Let me illustrate how this played out with our last hiring cycle. We're a SLAC with a strong department that encourages research programs, albeit involving students. One candidate we interviewed on the phone jumped aboard this seeming to think that we emphasize research. The candidate kept emphasizing research more than teaching with little emphasis on how his research could involve students. A second candidate also strongly acknowledged the research opportunity, but focused on how her program would easily allow multiple students to work on parts of the project each year. The second candidate also gave some specific examples of research topics and how they could be modified to work well with our institution. Needless to say, candidate #1 didn't move forward while candidate #2 did.
Two final thoughts - first, don't talk too much. Try to keep your answers brief and focused. Too much detail in a phone interview can put-off committees. This is especially true with your research. Short and to the point is better than detailed. You can always end an answer with "Please let me know if you'd like to know more. I know I've provided a brief response."
And finally, @AsstProf's note about being ranked in the top 3 candidates to land an on-site interview will vary a bit by department and situation. R1's sometimes have the resources to bring-in a half-dozen candidates for one position. Likewise, candidate travel costs will play a role in how many can be interviewed. During our hiring cycle, we had more a budget ceiling for the hiring process rather than a set number of candidates. We were able to interview more than 3 on-site.