In the digital age, university websites play a critical role in shaping prospective students’ perceptions and influencing their enrollment decisions—particularly among Generation Z (Gen Z), who are digital natives with high expectations for seamless, responsive, and informative online experiences. This study investigates the effect of website quality on university choice among Gen Z students in selected public universities in Kenya’s North Rift region. Drawing on SERVQUAL and web usability frameworks, the research focuses on key website quality dimensions like; visual appeal, usability, content completeness, mobile responsiveness, and search engine visibility. The study adopted a descriptive research design, collecting data from a total of 210 undergraduate students who constituted 70 each from Moi University, University of Eldoret, and Koitaleel Samoei University College using structured questionnaires. Respondents were selected using stratified random sampling to ensure diversity across faculties and academic years. Findings reveal that website quality significantly influences students’ university selection decisions, with content clarity, mobile optimization, and ease of navigation being the most impactful factors. Students reported that well-maintained and informative websites increased their trust in the institution and positively influenced their choice to apply. Conversely, outdated or poorly structured websites discouraged further exploration and application. The study concluded that improving website quality can serve as a strategic digital marketing tool for public universities to enhance visibility, credibility, and student enrollment especially in rural or underserved regions where online engagement is often the first and only point of contact. These insights have important implications for university administrators, web developers, and higher education policymakers seeking to attract and retain Gen Z learners in an increasingly competitive digital landscape