Start with the purpose of the image
Alt text belongs to the image in its particular context. The same photograph may illustrate a product on one page and simply create atmosphere on another. The W3C alt decision tree helps distinguish informative, functional and decorative images. An informative image needs the relevant meaning conveyed in words. A purely decorative image normally needs an empty alternative so it does not interrupt a screen reader. The decision depends on what a visitor would miss if the image disappeared.
Example: a useful portfolio image description
A screenshot of a booking interface could use an alternative such as “Appointment calendar with available times and a booking summary”. That explains the visible feature without claiming an improvement in bookings. If nearby text already gives a full description, avoid repeating it unnecessarily. For a graph, a short alternative can identify the subject, with the actual results explained in surrounding text or a table. Important details should remain available to everyone, rather than being hidden entirely inside the alt attribute.
How to review image alternatives
Look at each image on the rendered page, including linked logos, service cards and content added through Elementor. A filename does not tell you whether the alternative is useful. Check whether an image inside a link is the only content identifying the destination; if so, its alternative needs to communicate that function. Treat generated imagery honestly and describe what is shown. Refined IT can include this review when preparing image assets and migrating pages, so image descriptions support the content rather than becoming a repeated list of location and service keywords.
Common questions about alt text
Should every image have a detailed description?
No. The amount of description should match the information the image contributes. Decorative graphics should not receive unnecessary narration.
Can keywords appear in alt text?
Yes, when they naturally describe the relevant image. Repeating target phrases that do not explain the image makes the alternative less useful.
Related definitions
- Accessibility — Designing content and controls so people with different abilities can use them, including through a keyboard, screen reader, enlarged text or reduced motion.
- On-page SEO — Work on a page’s content and structure, including its topic, headings, metadata, relevant links and images, to help people and search engines understand it.
- HTML — HyperText Markup Language: the document structure used to describe web content, including headings, paragraphs, links, lists, images and forms.
- Lazy loading — Deferring an asset until it is approaching the area the visitor is viewing. Main above-the-fold imagery should be prioritised rather than delayed unnecessarily.
Related SEO guides
Image alternatives describe useful visual content, while image optimisation also addresses file delivery and page loading.
For help connecting these decisions with your website, explore our SEO services or start with an SEO audit.
Put it into practice
Explore our web design service or talk with Refined IT about applying this to your website or business systems.