Investing time on your “Why This School” response is critical. It underscores you’re as invested in the school as you’re asking them to be in you and shows you’ve given serious thought to the match.
As you map out your essay response, push yourself to go beyond the pat and predictable. If you simply rehash what the admissions team already knows, you’ve wasted the opportunity. Saying this has been the school of your dreams since you were ten is trite (yet, surprisingly, is often done.)
Pulling information from the web and reworking it is an obvious no go, too.