The Swedish education system has undergone significant changes over the past decades, leading to increased competition among schools. This study examines how upper secondary schools, both public and independent, communicate values about education and learning through their marketing on websites. Using Biesta's framework of qualification, socialisation, and subjectification, the study investigates similarities and differences in the rhetoric and values expressed by public and independent schools. A qualitative content analysis was conducted on eight schools' websites, focusing on language and themes related to educational goals and values. The findings show that while differences exist between public and independent schools, variations also emerge within these categories. Some schools emphasize career readiness and entrepreneurial skills, while others highlight broad academic preparation, inclusivity, or personal development. The study suggests that school marketing reflects both market-oriented and educational ideals, shaping how education is perceived. Further research could explore how these marketing strategies influence student choices and perceptions of school quality.