A meaningful "WhyX" statement. Something more than writing about interesting stuff that's on the website. A compelling reason for being accepted and attending.
I didn't talk about law. I guess it's tangential, though. It was about painting a picture of who I am and crafting a compelling enough narrative. For a couple schools, I wrote maybe one or two sentences at the end about whyx fits.
Instead of focusing on a school's faculty/clubs/clinics, could you focus on the market a school serves as a "whyX" reason? I'm really focused on 2 schools, each for very different reasons and have 1 "meh" school.