When applying to a degree program, you want to mention specifically how the school can meet your career and academic goals. If you're planning to pursue a career in accounting, talk about how the school's curriculum in accounting can help you meet this goal.
College admissions directors are especially impressed by certain obstacles you overcame, what you learned from it, and how this motivated you to remain committed to your academic goals. Suppose you experienced a medical setback such as cancer, and you recovered. You can include this in the essay and discuss specific lessons such as bravery and determination.
Another important part of the college entrance essay is your career goals. You should think beyond the profession itself and expand on the possible opportunities you're considering. If your career goal is to become a social worker, discuss which area of social work you plan to enter and talk about the current issues in social work that you feel you could tackle.
Stay away from the common cliches that many students use in essays. Instead of starting the essay with "I'm writing to state why your institution is...," start with a unique but still appropriate paragraph that gets the reader interested in your work.
When preparing your college application, you should reserve enough time before the due date to write your essay. Have a trusted source review your draft before sending it in.