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A Guide to Writing Effective Alt-Text

Published on: May 29, 2025

Core Guidelines for Alt-Text

Alt-text is a critical component of web accessibility and a powerful tool for SEO. Getting it right ensures all users, regardless of ability, can understand the purpose of your visual content. Here are the core guidelines for writing effective alt-text, using examples from a fictional "Apex Credit Union."

  1. Be Concise, Descriptive, and Keyword-Rich

    Write clear, concise alt-text (under 125 characters) that describes the image’s content and purpose, while naturally incorporating relevant SEO keywords (e.g., "Apex," "credit union," "mobile banking," "rewards card"). Ensure the description highlights a specific benefit of a product or feature.

    Example: "Person using the Apex Credit Union mobile banking app to manage finances securely on the go."
    Keywords: "Apex mobile banking," "manage finances securely."
    Benefit: Secure financial management on the go.
  2. Describe Context, Purpose, and Benefits

    Explain the image’s role on the page and how it relates to your services. Include a specific benefit of a product or feature (e.g., "competitive rates," "secure banking," "travel rewards").

    Example: "Member using an Apex Rewards Card to earn points for cash-back on a purchase."
    Keywords: "Apex Rewards Card," "earn points."
    Benefit: Earning points for cash-back.
  3. Avoid Redundancy

    Don’t repeat information already present in surrounding text or captions. Instead, provide unique details that complement the content and add value.

    Surrounding Text: "Earn rewards with the Apex Member Rewards Card."
    Good Alt-Text: "Member redeeming reward points seamlessly through the Apex app."
  4. Use Proper Grammar

    Write alt-text as a complete sentence with proper grammar and punctuation. This ensures a natural reading experience for screen readers.

    Example: "Family benefiting from an Apex Credit Union home loan with low rates to buy their dream house."
    Keywords: "Apex home loan," "low rates."
    Benefit: Low rates for home loans.
  5. Handle Decorative Images Intentionally

    If an image is purely decorative and adds no informational value, it should have an empty alt attribute (`alt=""`) to be skipped by screen readers. However, it's worth asking: if an image adds no value, does it need to be there at all? A cleaner page often provides a better UX for everyone.

  6. Describe the Function of Interactive Images

    For images used as buttons or links, the alt-text must describe the function or action that will occur (e.g., "Search," "Submit your application," "Learn more about our auto loans").

    Example: "Search button icon to find Apex Credit Union services quickly."
  7. Avoid "Image of..." or "Picture of..."

    Screen readers announce images as "image," so starting your alt-text with these phrases is redundant. Jump directly into the description.

    Incorrect: "Image of a person using the Apex app."
    Correct: "Person using the Apex mobile banking app for secure financial management on the go."
  8. Summarize Charts and Graphs

    For complex images like charts, provide a concise summary in the alt-text and ensure the full data is available in the surrounding text or a linked data table.

    Example: "Bar chart showing Apex Credit Union's savings rates consistently outperforming national bank averages. Detailed data is in the table below."

Final Thoughts

Writing effective alt-text is a fundamental skill that sits at the intersection of accessibility, SEO, and user experience. By following these guidelines, you create a web that is more inclusive for users with disabilities and more discoverable by search engines.

Key Principles to Remember:

References

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