The paper discusses culture-specific communicative features of official Russian, British, American, and Cypriot universities websites. The research focuses on context models of collective authors. The contribution deals with specific type of discourse which (following contemporary tendencies in discourse analysis) is referred to as “active effect discourse”. The study relies on interdisciplinary data provided by various spheres relevant to the issue under consideration. Thus, the study provides an overview of trends and tendencies in the development of modern education, outlines techniques used for online promotion of educational programs, describes specific features of communication environment. The paper analyses the structure and the content of official university websites, outlines verbal means used by collective authors of the texts under consideration in order to appeal to the target audience, and conducts analysis of culture-specific meanings conveyed through these means. The article also outlines prospects for future research on communication style adopted by the collective author of promotional texts functioning in digital learning environment.