They need their parents to help them navigate through this process.
I particularly appreciated the advice in the piece about campus visits. Yup, they may be painful, but they are the best way for a student to figure out what they want (and don't want) in a college. Find a way to make them fun and memorable.
High school students may not want to take SAT's or ACT's. Register them anyway. They may not want to think about admissions essays. Talk about them anyway. High school students often don't want to go on a college visit. Schedule it anyway. They may not want to brush and floss twice a day...but you get the picture...