The big payoff for them is a professionally created Personality Report complete with details about their natural strengths and the careers aligned to those strengths.
Do not fall into the trap of just providing your visitors the same old boring list of drop down menus that are not interactive. Ask yourself, What is going to differentiate our college from all our competitors?
And remember, for most visitors, your most serious competitor is not doing anything at all. Give them a reason to act.