The purpose of this qualitative study is to analyze and understand what information students seek from a college's Web site during their college search. Often, college Web sites fail either to offer students an interactive dialogue or to involve them in the communicative process, negatively affecting students' college search. Undergraduate participants were selected on the basis of their availability and accessibility. Study participants are students enrolled in media studies courses at a public, four-year institution in St. Louis, Missouri. The results of the research suggest that prospective students rely heavily on information presented on a college's Web site, to the extent that the information available will either encourage or discourage their college choice. Prospective and current students utilize college Web sites because of their convenience and speed. Information most searched includes majors and tuition, followed by ranking, size, and location, as well as pictures, videos, and virtual tours. Student message boards and blogs (e.g., Facebook and ratemyprofessor.com) also are highly sought out by college seekers, though most colleges do not feature links to these sites on their own Web sites.