Why Going In-depth with Your College Search Matters More Than You Think

By Liz Jackson

Last month, I attended a conference at Northwestern University, hosted jointly by Northwestern and University of Chicago admissions offices. In the day’s very first session, the hosts presented on how the two universities are similar, and how they’re different. 

To me, that session highlighted the importance of going in-depth when researching colleges. On the surface, the University of Chicago and Northwestern are very similar. Both are medium-sized, located in Chicago, have around a 6% acceptance rate, and offer a broad array of majors and associated graduate schools. Go beyond the surface, however, and you’ll discover that the two universities are actually quite different, and there aren’t many students who would be a good fit at both. For example, University of Chicago is famous for its core curriculum, which grounds all students in the liberal arts. At Northwestern, there is no class that is a requirement for all students, and students apply to different colleges within the university to indicate their potential choice of major. 

If you’ve met with your college counselor, you’ve probably heard us say that it’s a great idea to make use of the ample online resources to learn about the colleges you are considering. By doing this thoroughly, you can often avoid big surprises (and expenses!) when you eventually do take campus tours. Here are just a few reasons why it’s important to go in-depth when researching the colleges that you may want to attend:

1. Surface-level Information Can Be Misleading

College websites and marketing materials are designed to highlight the best parts of campus life—glossy photos, smiling students, and eye-catching stats. But these snapshots don’t always give you the full picture. You might not see the realities of class sizes, the rigor of course work, or how students feel about their professors and peers. Digging deeper—through student reviews, forums, virtual tours, or campus visits—can reveal what life at a school really feels like.

2. Fit Is More Than a Ranking

It’s tempting to chase prestige, but a highly ranked school may not be the best school for you. Academic fit, campus culture, diversity, location, support systems, extracurriculars, and affordability all play critical roles in your college experience. For example, a top-tier university might have excellent programs, but if the social atmosphere feels overly competitive or isolating, you might not be happy there. Research helps you see beyond the rankings to understand whether a school actually matches your values and goals.

3. Your Major Might Make or Break the Decision

Not every school is strong in every subject. A university might be famous for engineering but offer fewer resources for psychology or international relations. If you have a general idea of your intended major, it’s worth looking into course offerings, internship opportunities, faculty experience, and student outcomes in that field. This level of detail can steer you toward schools that will support your academic interests long-term. Undecided on your major? Try to see what resources the college offers to guide undecided students towards coursework and majors that help them explore and eventually narrow down the options. 

4. Finances Are a Big Part of the Picture

It’s not just about the sticker price—different schools offer different financial aid packages, scholarships, and cost-of-living realities. A school that looks expensive on paper might actually be more affordable than a public university once aid is factored in. Digging into financial aid policies, net price calculators, and scholarship options can open up opportunities you didn’t expect. And, by thoroughly researching the college’s financial aid practices, you can also avoid getting an unpleasant surprise of being admitted to a school that you ultimately can’t afford. 

When you’re ready to start taking a deep dive into researching colleges, check out our blog post on the different types of college visits, and this one for tips on researching colleges from the comfort of home.

About Liz Jackson

Liz Jackson serves as the director of College Guidance at University School of Milwaukee. She has more than 15 years of experience helping students and families find the right college. With experience in counseling, higher education research, and school leadership, Liz enjoys getting to know students and matching their interests to the unique offerings of each college.