We tend to assume that everyone looks at web pages in the same way, but high school students have a perspective which differs in some important ways from our insider view as adults embedded in higher-ed. As a result, we're inadvertently sending messages to our prospective students that we don't intend to send. As part of a redesign process, Carleton's web team repeatedly tested their home page and those of the school's peers with randomly-selected college-bound high school students, and the results staggered school officials. Their responses to photos, word choices, design treatments, and common home page elements were consistent, but often at odds with our expectations. Come learn about Carleton's research process, our surprising results, and the unexpected design and content choices the audience led the school to make.