Decide what the image is doing
Before writing anything, ask why the image is on the page. A before-and-after project photo may show workmanship. A logo may identify the business. A decorative background may create a mood without adding information. The same photograph can need different treatment when used for different purposes.
W3C's alt decision tree distinguishes informative, functional, decorative, and complex images. It recommends conveying meaningful information or function, and using empty alt text for purely decorative or appropriately redundant images. Empty alt text means an alt attribute with an empty value, rather than simply forgetting the field.
Write from the customer's perspective
For a fictional cabinet installer, an informative project photo might use: White shaker cabinets with a lowered pull-out shelf beneath the sink. That tells a reader what detail the image demonstrates. Kitchen cabinets San Jose best cabinets affordable cabinets is a list of search phrases, not an alternative to the photo.
If the photo is specifically evidence of an installation in a named neighborhood, location may be relevant. Do not add every city you serve to an image that does not convey that information. Google uses alt text and surrounding context to understand images and advises against stuffing alt attributes with keywords.
Separate alt text from captions and explanations
Alt text should carry the essential meaning for someone who cannot see the image. A caption can provide visible context such as the project scope or the reason a material was selected. A longer paragraph can explain what changed and why. You do not need to squeeze the whole case study into the image's alternative text.
For a before-and-after pair, label each state clearly and explain the meaningful difference. If the images show information that matters for a purchasing decision, make that information available in the body too. A detailed service area diagram or comparison chart usually needs a text explanation beyond a short image label.
Check linked images separately
Imagine a project thumbnail that is the only clickable element leading to a case study. Its alternative should help identify the destination, such as View the Willow Glen kitchen cabinet project. If the same link already contains a clear visible project title, the image may not need to repeat that title. The correct choice depends on the actual link structure.
Ask your developer to review functional images when the website editor makes their behavior unclear. A camera icon, phone icon, or arrow button needs an understandable purpose; naming the icon's appearance alone may not explain the action. Test the control itself, not only the media-library field.
Use a small image audit
List the five most important images with columns for page, image purpose, current alternative, and proposed improvement. Prioritize examples that explain the service or act as navigation. Check the published output after saving because some builders store a media-library label separately from the actual alt attribute.
Use real project details with permission, remove private information from screenshots, and do not claim a stock photo shows your completed work. Good alternative text can clarify a truthful image; it cannot make a misleading image trustworthy.
Your practical checklist
- Classify each image by its purpose.
- Describe meaningful details without keyword lists.
- Use empty alt text for appropriate decorative images.
- Explain linked images by their destination or action.
- Verify the published output after editing.
Written with AI-assisted research and drafting, with source checks and editorial review for this guidebook. Platform facts link to official documentation. Examples and recommendations are our own; no client results are implied. Sources reviewed October 8, 2026. About Getting Found Local