Alt text that actually helps

Alt text is a writing skill, not a compliance checkbox. The test we teach: what would you say about this image to a colleague over the phone?

Describe the point, not the pixels

A chart’s alt text should carry its conclusion — “sales doubled in Q3” — not its axes. The purpose of the image decides the words.

Empty alt is a valid answer

Decorative flourishes deserve alt=”” so screen readers skip them. Ten decorative images announced as “image” are noise that buries the one that matters.

Never stuff keywords

Alt text written for search engines reads like spam to the person listening. Write for the listener; the search engine copes.