What makes a good alt text description?
“Alternative text”, or “alt text”, is a short description you add to pictures on the internet. You cannot see the text on the screen, but screen readers like Microsoft Narrator and JAWS will read the alt text aloud.
Note: When writing alt text for an image, describe the image as if you're explaining it to someone who can't see it.
Tips:
Do prioritise key details
Stick to the most relevant details to keep the alt text concise. You do not need to describe everything, just what matters most. For example, describe the people, the room or the outdoor space.
Do add the image text
If adding a leaflet as an image, the information on the leaflet must be added to the alt text field. This way, the information is accessible to everyone. When text is embedded within an image, it cannot be read by screen readers.
Do ask for a second opinion
Ask someone else to read your alt text and see if they understand what is in the image from your description. If they do, you are on the right track.
Do not use block capitals
If you use all capital letters, the text can sound more robotic or unnatural when read aloud.
Do not add website links
Do not add website urls to the alt text field. Screen readers will read the entire URL out loud, which can be frustrating or confusing. Users will not be able to click any link.
Do not add an address
Do not add an address to the alt text field. You can add an address in Step 3 of the Add to ALISS form. The address field in Step 3 is directly linked to Google Maps, so people can get directions to your service more easily.
Do ask for a second opinion
Ask someone else to read your alt text and see if they understand what is happening in the image. If they do, you are on the right track.
Do not add “Photo of”
It is not necessary to include phrases like "Photo of" or "Image of" in the alt text. People using screenreaders will understand that they are viewing images.
Do not add leaflets
Do not upload leaflets as images unless all the text on the leaflet is also included in the alt text. This ensures the content is accessible to screenreader users. To keep your content accessible, provide the text in the description field of your listing instead.
This is an example of an image with an alt text description:
Alt text: Two purple cartoon-style hands, typing on a laptop keyboard. The screen displays the letters A L I S S.
The alt text is simple and provides a basic idea of what the image is about.
Why is it important to have good alt text on an image?
Inclusion for everyone
The alt text ensures that people who use a screen reader can understand who or what is in the image.
In case of internet problems
If pictures do not show up due to problems with the Internet, the alt text appears instead. This way, people can see a description of what the picture was supposed to show.
Last reviewed: April 2025
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