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.

Do: 

• 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.

Don't:

• 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