<![CDATA[This study aims to explore and examine the implementation of website-based digital marketing management at SMK Negeri 2 Surakarta. The research is motivated by the growing importance for vocational educational institutions to adopt digital marketing strategies to attract prospective students amidst an increasingly competitive educational landscape. Employing a descriptive qualitative method, data were collected through interviews, direct observation, and document analysis. The findings indicate that SMK Negeri 2 Surakarta has effectively utilized its official website as the primary platform for disseminating information regarding school activities and the student admission process, complemented by extracurricular social media accounts to support broader digital promotional efforts. Key challenges identified include limited human resources for digital content management and the lack of optimal integration of digital activities into the school's overall marketing strategy framework. Therefore, enhancing the website's functionality as an interactive, collaborative, and comprehensive communication tool is crucial for strengthening the school's identity and competitiveness in the face of technological advancements and the evolving demands of the educational sector.]]>
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