In today’s digitally reliant world, accessibility is a must. And yet, one of the simplest and most impactful accessibility tools is still widely overlooked — alternative text, or alt text. Whether you’re managing your brand’s website, posting on social media, or designing campaign visuals, writing effective alt text should be standard practice.
At Abel, we believe good communication means ensuring your message can be understood by all. This post offers a practical guide to help you and your team understand what alt text is and how to use it effectively.
What is Alt Text?
Alternative text is a brief description of an image that conveys its meaning or function to users who rely on assistive technologies like screen readers. It also appears when an image fails to load.
Alt text should be brief and purposeful. While most platforms have character limits, the general rule is to keep it under 125 characters. It should provide context and meaning, but not overwhelm with detail.
Why Does Alt Text Matter?
Alt text’s primary purpose is to make visual content accessible to users who are blind or have low vision. It ensures a consistent user experience for all and expands your audience by including customers, employees, and stakeholders with disabilities.
While accessibility is the top priority, alt text also benefits your brand’s SEO. Search engines use it to better understand and index image content, which can improve discoverability.
Common Mistakes to Avoid
Even well-intentioned alt text can fall short if not done thoughtfully. Here are a few pitfalls to avoid:
- Overusing keywords: Don’t oversaturate with SEO terms. Keep it natural and user-focused
- Starting with “Image of…”: Screen readers already indicate it’s an image. No need to repeat it
- Too much or too little detail: Strike a balance. Avoid vague terms like “infographic,” but don’t write a full paragraph either
How to Write Effective Alt Text
What to Include:
- The essential content of the image
- The purpose or function of the image (e.g., “Click here” button, or a chart illustrating data trends)
- Any context that the viewer needs to understand the image’s role
And remember — keep it brief. Aim for one concise sentence.
Example
If an image supports a post about your team outing, include details that connect it to that event. Avoid a generic description, instead, provide context to help users better understand the full message.
| Image | Bad Alt Text | Good Alt Text |
 |
Group of people standing outside. | Abel team members celebrate Orioles Opening Day at Camden Yards, continuing an annual tradition of taking the day off together. |
What to Leave Out
- Unnecessary details (e.g., irrelevant background elements)
- Descriptions for decorative elements—use null alt text (alt=””) so screen readers skip them
Examples: Good vs. Bad Alt Text
| Image | Bad Alt Text | Good Alt Text |
 |
“Image of a Dog” | “Abel office corgi Marie rests on a gray couch with cozy pillows.” |
 |
“Graph” | “Pie chart titled “Q1 Budget Tracker” shows 80% of the Q1 budget remaining” |
 |
“Orange decorative swoosh element” | Leave blank (alt=””) |
Where and How to Add Alt Text
Alt text can—and should—be added across all your digital touchpoints:
On Your Website
- Use your CMS (like WordPress or Squarespace) to add alt text in the image settings
- For purely decorative images, insert null alt text so screen readers skip them
On Social Media
- Instagram: Tap “Advanced Settings” before posting to write alt text
- LinkedIn: Click “Add alt text” when uploading an image
- Facebook/Twitter/X: Add alt text in the image settings when posting
Alt Text Is a Small Detail with a Big Impact
Prioritizing accessible content is about meeting people where they are. Writing effective alt text is a simple, powerful way to ensure your brand communicates clearly and inclusively. It’s important to train your whole team on best practices. Writing alt text shouldn’t fall solely to your web developer, designer, or social media manager. Consider integrating alt text into your task templates, project briefs, and proposal checklists.
At Abel, we help organizations embed accessibility into every layer of their communications. Ready to make your content more inclusive? Reach out to Madeline Arbutus at marbutus@abelcommunications.com today to learn more about our Accessibility Brand Audit. This audit identifies barriers in your communications, provides actionable insights, and aligns your brand with accessibility best practices so you can be understood by all.
