Write useful alt text without keyword stuffing
Alt text gives an image a text alternative. Useful wording depends on why the image is on the page, not just what objects it contains. Explain meaningful information briefly and accurately. A decorative flourish needs different treatment from a photograph of completed work, an instruction diagram or an image that acts as a link.
Before you start
- Read the paragraph and heading beside the picture.
- Identify the information someone would miss if the image were unavailable.
- Check whether the image itself is a link or part of a button.
What to do
State the image’s job
Write a private note such as shows the step-free entrance or illustrates the finished shelving. If the picture only adds atmosphere and contributes nothing beyond nearby text, it may be decorative. This decision prevents descriptions that list every visible object while missing the reason the picture matters.
Write one useful sentence
For an entrance photograph, a useful example might be Wide doorway with a level approach from the pavement, if that is genuinely visible. Do not upgrade this into an unverified accessibility promise. For a portfolio photograph, describe the visible work rather than claiming it proves customer satisfaction.
Handle links and complex information
An image-only link needs a name that explains where it goes or what it does. A detailed diagram may need a longer explanation in ordinary page text. Do not pack a complete menu, complex price table or operating instructions into a single oversized alt-text field.
Review in page context
Read the proposed alternative alongside the surrounding text and remove unnecessary repetition. Check the platform’s decorative-image option where appropriate. Review automatic suggestions against the actual picture: generated wording can sound plausible while inventing materials, identities or features that are not established.
What to check
- The alternative preserves the image’s useful meaning.
- Descriptions contain no invented details or strings of service keywords.
- Decorative and image-link cases were considered separately.
Sources and further reading
Platform features can change. Check the provider’s current guidance before changing a live service.