An Alt-Tag, more accurately known as alt text (short for alternative text), is a short description added to an image in your website’s HTML. It serves two important purposes: accessibility and SEO.

Here’s what it looks like in the code:

 <img src="team-photo.jpg" alt="Web development team in a meeting">

To put it simply: when an image can’t be seen—either because it’s not loading or because the user is visually impaired—the alt text tells people (and search engines) what the image is about.

It’s one of those behind-the-scenes elements that most users don’t notice, but it plays a big role in making your website more inclusive, understandable, and visible in search.

Why alt text matters for your website

1. Accessibility Screen readers use alt text to describe images to users with visual impairments. Without it, those users miss out on essential information or context. If you want your website to be accessible—and meet WCAG standards—alt text is non-negotiable.
2. SEO Search engines can’t “see” images the way humans can. Alt text gives them a way to understand what the image shows, which helps with image search rankings and overall page relevance.
3. Fallback content If an image fails to load (slow connection, technical error, etc.), the alt text appears in its place so the message isn’t completely lost.
4. Content clarity Good alt text enhances the meaning of your content—especially if the image is central to your message.

What makes good alt text?

• Be specific and descriptive Say what the image actually shows, including relevant details. For example:
  • ✅ Client dashboard showing monthly performance metrics
  • ❌ Image or Photo
• Keep it concise Aim for 5–15 words. Avoid stuffing it with keywords or making it sound unnatural.
• Don’t say “image of…” or “picture of…” Screen readers already announce it as an image.
• Use context The alt text should match the purpose of the image in its location. A photo might serve a different purpose on your homepage vs. a blog post.

When alt text isn’t needed

• Purely decorative images (like a background shape or line) can have an empty alt tag: alt="". This tells screen readers to skip it, so users don’t have to listen to meaningless content.
• Icons that are already labeled (like a trash icon next to the word “Delete”) don’t always need alt text if the label is clear enough.

How to add alt tags in practice

• In WordPress, you can enter alt text directly when uploading an image to the Media Library.
• In HTML, the alt attribute looks like this: <img src="example.jpg" alt="A responsive website displayed on laptop and phone">
• In builders like Bricks or Elementor, alt fields are typically built into the image settings.

Bottom line

Alt tags are small but mighty. They make your site more inclusive, improve SEO, and enhance the user experience—often without any visible change. If you’re adding images to your site, writing good alt text is one of the easiest ways to improve your content’s performance across the board.