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Website basics

Alt text starts with one question

?

What is this image doing on the page?

Swipe for five answers →

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Why it matters

People who can’t see your image still need what it adds

Screen readers read alt text aloud or show it as Braille.

An empty alt alt="" lets them skip decoration.

Sources: W3C WAI Images Tutorial (8 Apr 2026); Decorative Images (27 Jul 2019)

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The decision tree

Five jobs, five answers

Decorationalt=""
Link or buttonWhere it goes
Adds meaningDescribe the meaning
Chart or diagramExplain it on the page
Text in imageRepeat the text

Source: W3C WAI, An alt Decision Tree (13 May 2024)

4 / 6 Fictional example

One bakery page, three images

1Rosa’s Bakery
2
3
1Logo, links home → alt="Rosa’s Bakery home"
2Today’s loaf → alt="Round sourdough loaf with a dark, crackled crust"
3Divider → alt=""
5 / 6

Try it

Check one page today

Then ask: would anyone miss something if the image vanished?

6 / 6

Takeaway

Job first.
Words second.

✓

Run your homepage images through the W3C alt decision tree.

w3.org/WAI/tutorials/images/decision-tree