This is not the spot for creative writing. They earnestly want to know where the match is for you and the school. If you can’t visit, carefully peruse the website. My kids talked about specific courses that appealed to them, clubs they wanted to join, and research facilities or labs they hoped to work in. It did help to have been to campus. From visits, they would sometimes mention something out of the way they saw on campus (one talked about sidewalk chalk signs) or a class they sat in on. I believe one of my kids may have mentioned excellent coconut cake in the cafeteria. 