During your graduate studies, you'll likely do research, and graduate programs want to know that you can both participate in ongoing research as well as find a mentor for your own project. In your essay, write about professors in the programs whose work interests you and why. Also, there is life outside of the classroom. Does the school have a close-knit traditional college campus? Is it located in the heart of the city? Especially if you will be moving with your family, show the admissions officers that you will thrive in their environment.
This doesn't necessarily mean that the school is your only pick. However, generic essays have no place in the graduate school application process. Form letters aren't persuasive, and generic essays won't help your application package. If you can't sincerely write that the school is a top pick, then why are you applying there? Instead, focus on creating stellar essays for the ones that actually interest you. Help the admissions officers understand your overarching vision for your future career and how your time at the school will prepare you to realize these goals.
How to Write an Admission Essay To Nursing School