When my younger DS was applying to colleges (2003 for admissions in Fall 2004) we hired a college planner to work with him and the first literally 3 months all they did was work on his essay. It was a personal essay. He applied to many colleges, Holy Cross, Catholic U, Providence College, Boston College, Fordham and as I recall (as he is a Junior now) they asked for an essay about yourself. What your goals are and have been to date, what achievements you have attained that your are proud of most, fitting in all and any volunteer community work that you did as well as your family life. My DS found it grueling yet rewarding doing the essay.
My oldest DS (applied in 1999 for admissions for Fall 2000), the one essay I remember him being asked to answer was..."WHAT ARE YOUR WORDS TO LIVE BY"...and explain!!! That was the college he ultimately went to, graduated from and is a Master's student there now.