Use an HTML <img> element with a valid src and an appropriate alt value. For example, src="images/photo.jpg" loads a file relative to the HTML document; an absolute HTTPS URL can load an image from another server. Add intrinsic dimensions to reserve space, and use srcset with sizes when the browser should choose among image resolutions.
Use an <img> element for a single image
“Importing” an image into HTML usually means embedding it in a page, not importing a module. The WHATWG HTML Standard’s Images section says: “To embed an image in HTML, when there is only a single image resource, use the img element and its src attribute.” The section was updated 16 September 2026.
<img src="images/photo.jpg" alt="A red bicycle leaning against a brick wall" width="800" height="600">Save this in the HTML where the image should appear. Replace the example path and description with values that match your file and page. The image element is a void element: it does not have a closing </img> tag.
Use a relative path for a file in your project
A relative URL is resolved from the HTML document’s URL, not necessarily from the project folder or the location of a CSS file. For a simple project such as:
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project/
index.html
images/
photo.jpgthe element in index.html can use src="images/photo.jpg". If the HTML file is in a subfolder, adjust the path from that file. For example, an HTML file at pages/about.html would refer to the same image with src="../images/photo.jpg".
A leading slash, as in src="/images/photo.jpg", points to a path from the website’s root. That can be useful on a deployed site, but it may not work as expected when you open a page directly from disk or deploy the site under a subdirectory. Choose a path that matches how and where the page will be served.
Use an absolute URL for a remote image
<img src="https://cdn.example.com/photos/photo.jpg" alt="A red bicycle leaning against a brick wall" width="800" height="600">The remote address must be reachable and return an image resource that is suitable for <img>. A URL to an HTML page that displays an image is not the same as a URL to the image file. Check that you have permission to use a remote image and consider whether relying on another server is acceptable for your page.
Write useful alternative text
The alt attribute provides a textual fallback if the image cannot be displayed and an equivalent for people who cannot process the image. Describe the information or function the image contributes in its page context; do not use its filename as a substitute. A photograph that is meaningful to the page might use alt="A red bicycle leaning against a brick wall".
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Mark decorative or redundant images as decorative
If an image adds no information beyond nearby text, or is purely decorative, use an empty alternative: alt="". This is different from omitting the attribute. Decide based on the image’s role in context: the same picture could need a description in one page and be redundant in another.
Describe the purpose, not every visual detail
Keep the description relevant to what the reader needs from the image. If an image is also a link or control, its alternative should communicate the action or destination rather than merely list visual details. Avoid phrases that add no useful information and do not put a file path in the description.
Choose responsive images with srcset and sizes
When you have multiple versions of the same image at different resolutions, srcset lets the browser choose a candidate. Width descriptors such as 400w and 800w indicate the pixel width of each file. With width descriptors, provide sizes so the browser can estimate how wide the image will appear in the layout.
<img
src="photo-800.jpg"
srcset="photo-400.jpg 400w, photo-800.jpg 800w, photo-1200.jpg 1200w"
sizes="(max-width: 600px) 100vw, 800px"
alt="A red bicycle leaning against a brick wall"
width="800"
height="533">Here, the candidates are 400, 800, and 1,200 pixels wide. The sizes value describes a slot that can fill the viewport up to 600 pixels wide and is otherwise 800 CSS pixels wide. Make that description match your actual layout: an inaccurate slot estimate can lead the browser to choose an image that is larger or smaller than needed. The ordinary src remains a fallback candidate.
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The srcset attribute can also use pixel-density descriptors such as 1x and 2x when the alternatives are intended for different display densities. Do not mix width and density descriptors in the same candidate list. Use width descriptors for layout-responsive images and density descriptors when the displayed size is fixed but image sharpness should vary.
Use <picture> for art direction or format alternatives
Use <picture> when the page needs to offer alternate image sources, such as a different crop for a viewport or modern formats with a fallback. Each <source> gives the browser a candidate; the nested <img> is required and supplies the fallback and alternative text.
<picture>
<source type="image/avif" srcset="photo.avif">
<source type="image/webp" srcset="photo.webp">
<img src="photo.jpg" alt="A red bicycle leaning against a brick wall" width="800" height="533">
</picture>The browser considers the declared sources and falls back to the nested JPEG image if none is usable. For actual art direction, provide different crops or compositions as appropriate candidates; a format-only set, as above, offers alternate encodings of the same visual. Keep the fallback image’s text alternative and dimensions accurate.
Reserve layout space and control loading
Set width and height to the image’s intrinsic dimensions. Browsers can use their ratio to reserve the right-shaped space before the file arrives, reducing unexpected layout movement. These attributes do not mean the image must display at that exact CSS size; responsive CSS can scale it while preserving its ratio.
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<img src="images/photo.jpg" alt="A red bicycle leaning against a brick wall" width="800" height="600" loading="lazy">Use loading="lazy" for suitable images below the initial viewport, where delaying the fetch until the image is near view can avoid unnecessary early loading. Keep important above-the-fold images eager unless there is a clear reason to defer them. Do not lazy-load every image by default: an image a visitor needs immediately should not wait for a later scroll.
The HTML Standard also defines decoding values (sync, async, or auto), fetchpriority, referrerpolicy, and crossorigin. These control aspects of decoding, fetch priority, referrer information, or cross-origin requests; they are optional and should be chosen for a specific need rather than added mechanically. crossorigin is relevant when a third-party image is used with a canvas, and the server must permit the cross-origin access required for that use.
Use a valid image resource
The src must identify a valid, non-empty image resource. HTML image use covers static and animated bitmap formats and single-page vector resources. A scripted or interactive SVG, a multipage PDF, an HTML document, or plain text is not a conforming image resource for <img>. If the URL opens a page that happens to contain an image, use the image file’s URL instead.
Troubleshoot an image that does not appear
- Check the final URL. Open or inspect the resolved address and confirm it points to the intended image, not an HTML page or a different route.
- Check spelling and case. The deployed path and filename must match the URL, including capitalization.
- Check deployment location. Confirm the file was included in the deployed site at the path your HTML references. A path that worked from a local folder may resolve differently after deployment.
- Inspect the network response. In browser developer tools, examine the image request for a missing-file response or an incorrect content type. A server can return an error page even when the URL looks plausible.
- Check the resource type. Confirm the address serves a supported image rather than a document, multipage PDF, or interactive resource.
- Check remote access. A third-party host may not serve the file at that URL or may not permit the access your use requires. Verify the address and the server response.
Generate an image of a web page without configuring a browser
For a photograph or illustration you already have, use the HTML patterns above. If what you need to place in a page is instead a screenshot of a live website, ScreenshotNeo can return an image or PDF from a single GET request. It is a website screenshot API and MCP server for developers; the API can create the screenshot asset, while your HTML still uses an ordinary <img> element to display it.
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Example cURL request, using the API’s documented endpoint and parameter format:
curl -G "https://api.screenshotneo.com/v1/shot" -d access_key=YOUR_API_KEY --data-urlencode url=https://stripe.com -o shot.webpThen place the saved file in your site’s deployed assets and reference its path in HTML, for example <img src="images/shot.webp" alt="Screenshot of the Stripe homepage" width="800" height="600">. The dimensions and alternative text here are examples; use values and a description appropriate to the actual capture. See the ScreenshotNeo documentation for request options and setup.
Equivalent Python request:
import requests
r = requests.get("https://api.screenshotneo.com/v1/shot", params={"access_key": "YOUR_API_KEY", "url": "https://stripe.com"}, timeout=90)
open("shot.webp", "wb").write(r.content)Equivalent Node.js request:
const q = new URLSearchParams({ access_key: 'YOUR_API_KEY', url: 'https://stripe.com' });
const res = await fetch(`https://api.screenshotneo.com/v1/shot?${q}`);The Node.js example makes the request; add your own response handling and file-writing code if you want to save the returned image locally. Protect the API key: do not expose it in public browser-side HTML or JavaScript.
Or skip the browser setup
ScreenshotNeo handles capture through an API request rather than requiring you to set up a browser for this job. Cookie banners, popups, and chat widgets are removed before the shot; bot checks, blank pages, and failed loads are never billed. Its MCP server lets AI agents take screenshots. The free plan includes 1,000 screenshots a month with no card; paid plans start at $5 for 3,000. Plans include the product’s features, and yearly billing gives two months free.
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