Quick answer
Alternative text should communicate the information or function an image provides in its context. It is not a place to list keywords, repeat a nearby paragraph, or describe every visual detail automatically.
Before you begin
Review the image on its actual page. Identify whether it informs, decorates, links somewhere, contains important text, or conveys complex information such as a chart.
What to do
- For an informative image, write a concise equivalent of the relevant information. Consider what a visitor would miss if the image were unavailable.
- For a decorative image that adds no information, use the platform’s appropriate empty alternative-text treatment rather than inserting unnecessary narration.
- For a linked image or image button, describe its action or destination. Check the complete link name so it is not duplicated or confusing.
- For charts or complex graphics, provide the essential information in surrounding text or a longer accessible description, not an overloaded short attribute.
- Review the result in context and remove filename-based text, speculative details, and keyword stuffing. Check that any meaningful text inside an image has an equivalent.
How to check the result
The page should make sense when the image is not seen. The same file may need different treatment in different contexts, and a logo link may already have a useful name from nearby text.
If you need help
If an image’s purpose is unclear, ask the content owner what the visitor must learn or do. AI-generated suggestions need human review because a model can invent identities, locations, or details that are not established by the asset.
Related help
- Replace a WordPress image and check its display
- Write a service page that answers real customer questions
- Use headings to make a web page easier to navigate
Official references
Reviewed October 31, 2026. Interfaces, vendor availability, and account features can change. Check your current account before making changes.
