If an image is purely decorative, it should have no alt tag. Thankfully, Webflow's alt tags default to empty, so if an image is decorative, you don't need to do a thing.
If an image isn't decorative (i.e., contains information important to the reader, as a diagram might), describe its content as clearly and concisely as possible. Note that this may require summarizing (as in the case of a diagram).
If the image contains text (which we should generally avoid), reproduce the text verbatim.
If the image is inside a link tag, describe where the link goes.
- Be clear, concise, and descriptive
- Include a period at the end of the alt tag
- Use relevant keywords, but don't stuff! SEO is not the primary purpose of alt tagging.
- Begin with "picture of" or "image of" — the screenreader handles that on its own
- Add an alt tag to images that are purely decorative
The alt tag for the Webflow logo on the marketing site should read "Link to webflow.com."
A diagram of a site's content model could read: "A diagram of the content model for a bookstore, showing how the author, book, and genre collections relate."
A photo of a bluebird in an article on finding happiness as a freelancer would take an empty alt tag.
Direct, informative, casual
I sure love it when websites bother to alt tag their images!
WebAIM on Alternative TextRead WebAIM's detailed guide to alt tagging
Alt tagging properly is a surprisingly complex topic with a lot of nuance. I've captured the basics on this page, but there's much more to learn!