Some basics are needed here. The phono stage (internal or external) does a couple of things. It applies the RIAA "decompression" curve to the signal from the cartridge/stylus, and it applies gain or amplification (signal multiplication). The cartridge takes the movement of the stylus and generates a small current and voltage.
If you add these two together, you have the signal going down stream to the main amplifier section of your audio system. So lets say a CD player sends out a 5 volt signal (average) to the main amp section and you get a volume of X. Lets say you have a Stanton cartridge and it sends out a signal of 5mV from the TT (not uncommon, but higher than your AT) - that is a signal 1000 times smaller than the CD Player. Your phono stage needs to make that up to come to equal volume on the output - X.
Most phono stages have gain ratios like 40, 60, or maybe 100 to 1 for high end MC stages. That still leaves you down a factor of 10~20. A factor of 10 is -1dB of volume if my old math is right (dB is a logarithmic scale). If you fed that same phono stage with a cartridge signal of 1mV (not uncommon for Moving Coils), your are now down 1/5000th of the CD Player signal to the phono section and maybe 100~200th to amplifier.
Point is, the phono stage has a critical role, get the signal up to somewhere near that of the other components. But it's only a multiplier. It needs a good signal coming in from the cartridge. The smaller the signal, the more critical the phono stage is. Moving coils require very well designed and built gain stages on the phono amp. Usually not the sort of thing you find in every day run-of-the-mill receivers.
Yeah sure, you can get reasonable MC phono stages in Mac's and most of the better high end receivers, but they don't really start to shine until you have gotten into the $500~$1000 range for the phono stage alone. And since the output is dependent on the signal coming in from the cartridge to begin with, you either need to match the phono stage to the cartridge as a pair, or get one with selectable gain like say this:
http://www.audaud.com/article.php?ArticleID=5583
A hot MM cartridge like some DJ units will put out a signal in excess of 5mV. But 5mV is the running standard for calculating gain for MM stages. Most MC cartridges put out on the order on 1mV or less (HOMC's, which are a compromise are like 2mV). At 5mV, a MM stage will still be slightly behind the TAPE or CD output going through the main amp. It's tradition to keep the phono section slightly quieter as protection against older cartridges with 6~8mV signals over-driving the system (won't happen on modern gear) and accidental needle drops from blowing speakers.
So, to get an equal volume to your other gear you need a strong signal like 5mV coming in from the TT/cartridge and you need plenty of gain in the phono like the primary and 45-75, maybe up to 100 on final. Most of us don't try to match volumes exactly, but it can be done. One problem is that these high gain stages have their own inherent risk of adding unwanted signals line line hum, hiss and such and they'll pump that right along with the music.
If you want equal volumes across the board, get an external phono stage with selectable gain settings and match it to your cartridges
