Budget. Budget. Budget. If you haven’t already figured out how much you are willing to pay per year (and where that money is coming from), that is the biggest task to complete. Communicate that number to your child, and be ready to explain your hard limit to make sure they understand it.
Figure out what kind of college experience your child envisions. Not the school name or area of study (there are very few areas of study that are so arcane as to reduce the initial college search). But what kind of campus (small, medium, large)? What kind of location (urban, suburban, small town, rural)? What kind of campus…do aesthetics matter? Do they want that traditional quad? What kind of amenities are important? Are competitive sports a draw for your child (what Division)? Do they want a rah-rah campus and what does that look like to them? Is weather important, and if so what kind? How close/far from home do they want to be? Do they expect to be able to bring a car? Are you willing and able to get them to a more distant school?
Once those two pieces are done (and if your budget is unlimited, congratulations!) help build that college list from the bottom up. Your child’s safeties and matches are more important than the reaches. Reaches are easy to find and fall in love with. Spend the time necessary to find at least 2 safeties your child likes enough that they would happily attend the school if they were rejected everywhere else, that you can easily afford. That way you know they will have two good choices at the end, no matter what.
Finding those two safeties might take a lot of time, especially if you have a very competitive, highly qualified student whose knowledge and experience of colleges right now is narrow and based mostly upon conversations with their peers. But that is why answering all those “college experience in your child’s imagination” questions first can be so helpful. Those are the parts you can look for on any school’s website, their tours, Fiske guides, etc. There are affordable safeties for every student, if they are willing to look with an open mind.
If your budget is not unlimited, I highly recommend you prepare yourself for the added work of figuring out which schools will be affordable to your family (through either need based or merit based aid or a combination of both). Do not expect your child will be able to do this part of their own. Run those NPC, call schools if you have questions, figure out if it makes more sense to add some schools whose financial aid is very transparent. This is an area where asking for help on CC is essential if you are having trouble figuring it out. There are so many incredible parents on this site who have the knowledge and experience to help anyone find affordable schools.
When looking at matches, remember if your budget is a constraint, an academic match can easily become a financial reach. There are stories every year of students and parents who weren’t prepared for low or no merit aid offers from schools they thought were academic safeties. That is why budget is where the search should start.
Good luck, if you have more questions, remember this site is anonymous so don’t worry if you think some of the questions you have are basic or ‘stupid’. There are never stupid questions; it is much worse to assume you know something and find out on the back end of a college search that your assumption was flat wrong.