What It Is
Alt text, short for alternative text, is a brief description added to an image in the website’s code. Visitors usually do not see it. People who are blind or have low vision use screen readers, which read the alt text aloud so they know what the image shows. If an image fails to load, the alt text may appear in its place. It is like a caption written for someone who cannot see the picture.
Why It Matters for Your Business
Alt text helps both accessibility and search. A contractor’s photo with the alt text "Finished bathroom remodel with walk-in tile shower" tells a screen reader user what is shown and helps the image appear in image search. An empty or useless alt text, such as "IMG_4521," helps no one.
Good to Know
Describe what the image shows in plain words, briefly. Do not stuff it with keywords. Purely decorative images, like background patterns, can have empty alt text so screen readers skip them. Add alt text when you upload images, since most website editors include a field for it right in the media upload screen.