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How to Write Good Alt Text
Describe what the image contributes here. Keep it concise, usually skip “image of,” and use alt="" for purely decorative images. Upload an image below to draft a starting point, then edit for context.
Updated October 30, 2026
5 rules for good alt text
- Identify the purpose: information, decoration, or an action.
- Describe the essential detail in the context of the surrounding page.
- Use concise, plain language; usually omit “image of” and keyword lists.
- For an image link or button, describe its destination or action.
- Check accuracy and avoid repeating nearby text unnecessarily.
These rules follow the W3C Images Tutorial. An image can need different text in different contexts: a product photograph helps someone choose an item, while the same photograph on a design article may illustrate lighting.
Alt text examples: bad vs good
| Image / purpose | Weak | Better | Try yours |
|---|---|---|---|
| Photo in a hiking story | Image of people | Two hikers crossing a wooden footbridge over a stream | Generate alt text for your image → |
| Product photo | Buy the best mug now | Blue ceramic mug with a curved handle and speckled glaze | Generate alt text for your image → |
| Standalone logo | Logo image | Acme | Generate alt text for your image → |
| Image-only home link | Company logo | Acme home | Generate alt text for your image → |
| Search button icon | Magnifying glass | Search | Generate alt text for your image → |
| Chart with adjacent data table | Graph | Monthly signups rise through spring; values are in the table below | Generate alt text for your image → |
| Decorative divider | Blue decorative line | alt="" | Generate alt text for your image → |
The chart example assumes the visible trend and nearby table are real. Do not infer values or trends that the image does not show. For decoration, keep the alt attribute present and empty rather than omitting it.
How long should alt text be?
Around 125 characters is a common editorial rule of thumb, not a universal HTML or WCAG limit. A short phrase or sentence often works, but meaning comes first. Do not truncate a necessary action or identifying detail simply to reach a count.
W3C writing tips favor concise wording. See alt text character limits for platform-specific fields and guidance.
Complex images: charts and diagrams
Use a short alt description to identify the image and its essential message, then provide the detailed information in accessible nearby prose, a data table, or a linked long description. W3C complex-image guidance explains this two-part approach. A dense chart should not become a long string of numbers inside a single alt attribute.
Using an AI generator without losing context
An AI draft can identify visible objects, but it may not know why the image is on your page. Check names, text, relationships, and anything the model inferred. Remove speculation, add the relevant purpose, and read the sentence alongside the surrounding content before publishing.
For a linked logo, the useful answer may be the destination rather than a description of its colors. For a decorative image, discard the generated description and use an empty alternative. Paid features: Coming soon.
Platform guides
Linkedin · Instagram · Shopify · Etsy · Pinterest · Free tools without signup
Frequently asked questions
How do I write good alt text?
Identify the image’s purpose on this page, describe the essential information concisely, and check it against the surrounding text.
Should alt text say “image of”?
Usually no. Start with the meaningful subject or action. Mention the medium when it matters, such as a painting rather than a photograph.
How long should alt text be?
Use the shortest wording that conveys the purpose. About 125 characters is a rule of thumb, not a universal standard; complex information needs a separate long description.
What alt text should a logo have?
Use the organization’s name for an informative logo. If the logo is an image-only link, describe its destination, such as Acme home.
When should alt text be empty?
Use alt="" for purely decorative images or when the image adds nothing beyond an equivalent nearby text alternative. Do not leave an image-only control without an accessible name.
Can AI write alt text for me?
AI can draft a description. Review it for accuracy and revise it for the image’s role on the page before publishing.