Embodiments are directed to a heads-up display for improving efficiency for displaying information using a web browser. Content-of-interest may be determined in web documents based in part on content profiles corresponding to the web documents. The determined content-of-interest may be compared with other information stored separately from the web browser. Business Information associated with the determined content-of-interest may be determined based on the comparison of the other information and the content-of-interest. Plugin information for a plugin document may be generated based on the a portion of the business information and the at least a portion of content-of-interest. The generated plugin document may be displayed in the web browser. The web documents may be modified based on the business information that may correspond to the determined content-of-interest. And, the modified web documents may displayed in the web browser.