The study presented in this paper maps schools through their digital presence, in terms of the “what” of education that is made relevant, “how” this information is presented (i.e., communicated) and “who” their webpages target. This mapping considers the “languaging landscape” of the webpages. The study aims to illuminate how educational matters are communicated digitally engaging with local government and independent contemporary schools’ digital presence. The findings are based upon the analysis of 11 compulsory and upper-secondary schools’ websites from one of Sweden’s ten largest cities. This region was strategically selected to create a diverse dataset based upon the extensive digitalization of schools since the turn of the century based upon the explicit 2017 national digitalization initiatives. Our analytical-methodological points of departure build on a Second Wave of Southern Perspectives (SWaSP) framing that brings together (i) sociocultural, dialogical perspectives on learning and communication and (ii) decolonial, southern framings on communication and identity. Our preliminary findings indicate that there is a discrepancy between local government and independent compulsory schools in how they position themselves in comparison to the upper-secondary local government, regional, and independent schools. The latter’s digital presence is similar across the formal domains of institutional presentations and their online social media presence. Marginal differentiation has been noted between local governmental and independent schools’ strategies for recruiting pupils. This, we argue, relates to the specific Swedish educational organization and management ethos wherein public resources are allocated to all schools based on the volume of pupils they successfully recruit.