It is SO hard without being able to visit in person. My kids chose very much based on the programs, but also the culture of the campus. DD is so interested in diversity and social justice, so attending a very open and welcoming campus is a top priority for her. Given that sort of thing often goes hand-in-hand with a thriving arts community on campus, it looks like it will be a great fit for her (she will attend in the fall).
Ds chose to attend a smaller, more conservative campus, but just his luck, covid went into full swing and he was living in the dorm with no roommate, his classes went online, and students could not even dine in the dining halls or go the the gym or attend any clubs in person. He met NO ONE and was miserable. He discontinued after one semester and will be going back to a different campus this fall (with a clearer idea of what he wants to do). And, yes, we paid for room and board as well as tuition, despite there being zero campus life. Whereas some places offered money back when covid first impacted campuses, most now will not as covid is a known risk (along with temporary pivots to virtual learning).
But I very much agree that looking into the programs and their focus is important. For example, my oldest son became a mechanical engineer. The school he went to was one of the only ones in the state that offered certificates in less common drafting programs (in addition to the major ones in use), which really helped him when he was seeking a job. The company where he is employed actually uses an older program, and DS is helping them modernize their records digitally and hopes to be able to help guide them toward a more modern program in the future.