In the intensifying marketplace of American compulsory education, public school leaders are increasingly obligated to compete with charter schools and other schools of choice for the enrollment of students in their communities. Facing this new challenge, school leaders are beginning to adapt marketing strategies and practices long used by leaders of universities, colleges and private schools to better communicate how their schools' unique academics, programs, values, and outcomes best achieve the needs and wants of current and potential stakeholders. This study examines the extent to which public school leaders, in comparison to charter school leaders, are using their school websites for these marketing purposes. Toward this goal, the researcher synthesized existing literature on education marketing and school websites to establish a comprehensive rubric containing 69 elements that are recommended or expected to be offered on school websites for both operational and promotional purposes. The subsequent application of this rubric to the websites of universities, private schools, charter schools, and public schools in a region of central North Carolina shows that, among other findings, public school leaders are comparably utilizing their school websites as operational hubs but not as marketing platforms, particularly in districts with above-average charter school enrollment. In recommending that public school leaders be more purposeful and effective in using school websites as marketing mediums, this study, and the new comprehensive rubric itself, can serve as an initial guide for school leaders desiring to evaluate or improve the promotional, as well as the operational, capabilities of their school websites. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]