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Write alt text according to what an image does in its page context: briefly explain meaningful images, describe the action or destination of linked images, and use alt="" for decorative or redundant images. For charts and other complex visuals, provide the detailed equivalent in page text rather than trying to fit it all into one short alternative.

How to decide what an image’s alt text should say

Before writing, ask four questions: Does the image provide information? Does it act as a link or control? Is its meaning already conveyed in nearby text? Can its meaning be explained briefly, or does it need a fuller text equivalent? The W3C WAI alt decision tree organizes these choices.

  1. Check for text in the image. If meaningful words are not available elsewhere, include them in the alternative. If the same words are already real text nearby, avoid repeating them.
  2. Check whether the image performs an action. If it is a link or button, identify the destination or action unless adjacent text already makes that clear.
  3. Decide whether it adds information. If it does, state the relevant meaning in context. If it is decorative or redundant, use an empty alt value.
  4. Check complexity. If understanding the visual requires more than a short phrase or sentence, provide the full explanation or data in accessible text elsewhere on the page.

Write alternatives for informative images

An informative image contributes a concept or detail the reader needs. Use a concise phrase or sentence that tells the reader what the image means in this particular page—not an inventory of every visible object. W3C WAI’s informative images guidance emphasizes meaning in context.

For example, a bird’s exact markings may matter on an identification page, while the same detail may be irrelevant when the image simply illustrates a park article. Include only the detail that helps convey the image’s role in the surrounding content.

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Use empty alt text for decorative or redundant images

For an HTML image that adds no information or function, or merely repeats nearby text, use an empty alternative: alt="". This tells assistive technology it can skip the image. Do not omit the alt attribute: some screen readers may announce the image’s file name when no alternative is present. See W3C WAI’s decorative images guidance.

Whether an image is decorative depends on its purpose on that page; an automated rule based only on the picture cannot make that judgment reliably.

Describe linked images and buttons by their function

When an image is the content of a link or button, describe what happens or where the link goes, not merely what the icon looks like. A printer icon used as a button should have an alternative that communicates the print action.

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If nearby text already names the same link or action, repeating it in the image’s alternative adds unnecessary duplication. In that case, the image can have alt="" while the text supplies the accessible name.

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Handle words embedded in images

If words in an image carry meaning and are not available elsewhere as text, include those words in the alternative. If the words are already present nearby—or are only visual decoration—an empty alternative avoids repetition. Whenever possible, use actual page text instead of embedding readable words in an image; real text is easier to customize and access.

Give complex images a text equivalent

A chart, diagram, or similarly dense visual often cannot be explained fully in a short alt phrase. Give it a concise identifier or key takeaway, then provide its complete data or explanation in accessible page text, such as a nearby summary or data table. W3C WAI’s complex images guidance demonstrates separating a short description from detailed information; its tips and tricks also discuss alternatives for different image types.

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This approach lets a reader get a quick orientation from the image alternative and consult the full equivalent without forcing a long paragraph into the alt attribute.

Describe image groups and image maps

When several images work together to communicate one idea, make the alternative convey the information for the group rather than making readers assemble redundant fragments. For an image map, provide context for the overall set of links and give each clickable area an alternative that identifies its purpose or destination.

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Check the result in HTML

For an HTML image, the alternative is supplied with the alt attribute. These examples show the pattern; choose wording based on the actual image and context:

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  • Informative: <img src="park-bird.jpg" alt="A heron wades through shallow water at the park">
  • Decorative or redundant: <img src="divider-leaves.png" alt="">
  • Functional image: <a href="/print"><img src="printer.svg" alt="Print this page"></a>
  • Complex chart: <img src="sales-chart.png" alt="Sales rose through the year, with a dip in July; detailed monthly figures follow">, followed by the full explanation or data in page text.

The chart example’s concise alternative is only an orientation; the page still needs the detailed equivalent. For the printer example, if visible link text already says “Print this page,” avoid announcing that same action twice by making the image alternative empty.

Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Support on Ko-Fi

How alt text relates to accessibility standards

W3C WAI connects its image tutorial to WCAG Success Criterion 1.1.1, Non-text Content, Level A. The current standard is the W3C WCAG 2.2 Recommendation. This standards context does not by itself establish legal obligations for a particular site or jurisdiction.

Or skip the browser setup

If you are capturing a page screenshot while reviewing how its images appear, ScreenshotNeo can return an image or PDF from one request. It is a screenshot tool, not an alt-text writer: decide each image’s purpose and provide its alternative in your site content.

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For example, this cURL request captures Stripe’s page as WebP:

curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://stripe.com -o shot.webp

See the ScreenshotNeo API documentation for options and parameters. ScreenshotNeo accepts cookie and consent banners and removes more than 60 known consent platforms, newsletter popups, and chat widgets before capture; each of those steps can be turned off. Bot checks, blank pages, timeouts, failed loads, and cache hits cost nothing, and each response identifies the page verdict and billing status in headers. Its MCP server provides screenshot, page-info, and PDF tools for AI agents. The free plan includes 1,000 screenshots per month with no card; paid plans start at $5 for 3,000.

Sign up for 1,000 free screenshots a month, with no card required.

Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.

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