Read the picture with the article
The same photograph can play different roles on different pages. It might demonstrate a process, identify a product or simply provide atmosphere. Decide which role it has here before writing alternative text. W3C's images tutorial distinguishes informative, decorative and functional images. Use that distinction as a starting point rather than describing every visible object automatically. A person who does not see the picture needs the meaning relevant to the page, not necessarily a complete visual inventory of the scene.
Write around the missing information
Cover the image and read the surrounding text. Ask what important information disappears. If a photograph shows the difference between two arrangements, make that difference available in the content or suitable alternative text. If the image functions as a link or control, its accessible description needs to communicate the function. For a complex diagram, a brief label may need a fuller explanation nearby. Do not imply that a stock photograph documents your business, customers or results when it is merely illustrative.
Keep the review contextual
Review the selected image after layout and cropping, because the visible meaning may change. Confirm that the alternative text matches the actual asset rather than an earlier draft. For a purely decorative image, follow the appropriate implementation guidance instead of repeating redundant prose. Ask the developer to verify the resulting markup and behavior where necessary. An editorial decision about purpose is only one part of accessibility; the finished page still needs to be assessed in its working form by appropriate methods.
This article combines general educational guidance with original planning exercises. It does not claim first-hand field testing or an endorsement from the linked organization. Sources checked October 2026.
