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7 tips for writing effective alt text

1. If you’re including words that matter, make sure they’re text, not part of an image.
2. If images matter, make sure they have alt text.
3. Caption your videos (and describe key visuals that aren’t obvious from the dialogue).
4. Keep it short. Describe what’s essential—not every detail. What would someone need to know if they couldn’t see it?
5. Don’t say “image of.” Screen readers already know it’s an image.
6. If an image is decorative and adds no value? Leave the alt text empty. (Yes, that’s okay, not everything needs a description.)
7. Focus on purpose, not aesthetics. Alt text should sound natural, clear, and human.

Examples of bad vs. good alt text

Example: Diagram of a workflow

• Bad: “Image of a flowchart with boxes and arrows.”
• Good: “A workflow showing the three steps for submitting an expense report, including: 1. Upload receipts. 2. Submit spreadsheet with totals. 3. Update quarterly budget.”

Example: Photo of people collaborating

• Bad: “Group of four people sitting at a table smiling.”
• Good: “Team members collaborating during a project planning session.”

Example: A chart showing a sales increase

• Bad: “Bar chart with blue and green bars representing quarterly growth.”
• Good: “Our Q1 and Q2 sales comparative chart shows Q1 sales at $1,000,000 and Q2 sales at $1,200,000 for a sales increase of 20% from Q1 to Q2.”

Bottom line

If an image helps your learners understand something, be sure to describe what they need to know from that image clearly, simply, and with any specific detail needed to have a full understanding.

Don’t forget videos…

If anything is show in a video that isn’t read aloud, learners may be missing out on that information or context. Just as with alt tags, if you’re showing something important, be sure to describe it.

For a video, this means having the narrator or speaker read out any important information that’s on screen, which then ensures it’s in captions and transcripts for easy readability.

Follow these tips and other accessibility best practices to help every learner engage with your course content.

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