Alternative text

Guidelines

Provide alt text if you’re using images that add meaning and context to the content. These images could be:

• from a marketing campaign
• stock imagery that provides more meaning to advice articles
• of products on an online shop

Alt text is shown when an image cannot be displayed. It makes your webpage, email or social media post more accessible for people using screen readers. It also helps search engines understand what an image is.

When writing alt text:

• use keywords in a natural-sounding way
• keep it short and precise – it should be less than 125 characters long
• describe relevant elements of the image – for example, only include colours if they add meaning or useful context
• do not include the words “picture of” or “image of” – screen reader users hear this anyway when alt text is read out

You do not need to provide alt text if:

• an image is only decorative, such as page dividers or shape graphics
• the content of the image is written in surrounding content
• an image has been used already on that page (to avoid repeating content)

Add alt text when you’re uploading an image into the content management system (CMS) or social media platform. There will be a field to add it in.

If you don’t need to add alt text, leave the field blank in the CMS.

Examples

Good alt text

A paper shopping list of bread, eggs, milk and broccoli, attached to a fridge with a Co-op member prices magnet.

Bad alt text

Shopping list picture for member prices home page card.

Good alt text

Two people walking in a forest during autumn.

Bad alt text

Image_2.jpeg