Publication Date: 05/25/2024
Every image on your website tells a story. But for the 253 million people worldwide who are blind or have low vision, that story remains untold unless you provide good alt text. As a content editor, you have the power to make your visual content accessible to everyone.
What is Alt Text?
Alt text (alternative text) is a brief description of an image that screen readers announce to users who can’t see the image. It’s also what appears when an image fails to load.
The Golden Rules of Alt Text
1. Be Descriptive, Not Redundant
- Bad: “Image of students”
- Good: “Three students collaborating on a laptop in the library”
2. Context Matters If the image supports your article about campus sustainability, focus on relevant details:
- “Students sorting recyclables into clearly labeled bins outside the student center”
3. Keep It Concise Aim for 100-125 characters. Screen readers handle shorter descriptions better, and users appreciate brevity.
4. Skip “Image of” or “Picture of” Screen readers already announce it’s an image. Jump straight to the description.
When to Use Empty Alt Text
Some images are purely decorative – like background patterns or design flourishes. For these, use empty alt text: alt="". This tells screen readers to skip the image entirely.
Decorative examples:
- Divider lines between sections
- Background textures
- Decorative borders around text
Real-World Examples
Hero Image on Homepage: Instead of: “Campus photo” Try: “Students walking across the main quad on a sunny fall day with colorful trees in the background”
Event Photo: Instead of: “Graduation” Try: “Dean Martinez presenting diploma to a smiling graduate in cap and gown at commencement ceremony”
Infographic: Don’t describe it as an image. Describe the data: “Survey results showing 78% of students prefer online course registration, 15% prefer phone registration, and 7% prefer in-person registration”
Quick Quality Check
Before publishing, ask yourself:
- If I closed my eyes, would this alt text help me understand the image’s purpose?
- Does it add value to my content?
- Is it specific enough to be meaningful?
Action Steps for Content Editors
- Audit your recent posts – Check five recent articles and improve their alt text
- Create a style guide – Document your organization’s alt text standards
- Practice with colleagues – Have someone read your alt text aloud while you look at the image
Remember: Good alt text isn’t just about compliance – it’s about inclusion. You’re ensuring everyone can fully experience your content, regardless of how they access it.
InHouse Inclusive 