Every image on the page, and what a screen reader would say about it.
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Alt text is the sentence a screen reader speaks and the text a search engine indexes when it cannot see a picture. It is also the single most common accessibility failure on the web, and one of the few that is genuinely trivial to fix.
This lists the images on the page and sorts them: described properly, empty alt (correct for decoration, wrong for anything that carries meaning), and no alt attribute at all. Filenames masquerading as alt text get called out too, because "IMG_4021.jpg" read aloud helps nobody.
It reads the HTML rather than the rendered page, so CSS background images are out of scope — they have no alt attribute by definition. If something important is a background image, that is worth knowing for a different reason.
Missing alt text fails WCAG 1.1.1, which matters legally in a growing number of markets and is the most cited issue in accessibility complaints. It also costs you image search — a real traffic source for products, recipes, property and anything visual. Both problems are fixed by the same hour of work, which makes this unusually good value for an SEO task.
Every content image has alt text describing what it shows, in one sentence. Every decorative image has alt="" deliberately. No filenames, no keyword lists, and nothing starting with "image of" — a screen reader has already said it is an image.
Each of these has a full entry in our issue library: what it is, what it costs a business, and step-by-step fixes for WordPress, Shopify, Webflow and custom builds.
Images have no text alternative.
Images are far larger than they need to be.
A checker that hands you a list and walks away has done half the job. Here is what each kind of finding means and what it is worth doing about it.
A screen reader falls back to reading the file name, character by character in some cases. These are failures against WCAG and they are also the images search engines know nothing about.
alt="" tells assistive technology to skip an image, which is exactly right for a decorative flourish or a spacer. It is wrong on a product photo, a chart or a team portrait, and the tool lists them so you can tell the two apart.
They pass an automated presence check and fail the person listening. If the alt text would sound absurd read aloud in the middle of a sentence, it is not alt text.
A page where most images are undescribed usually means a component that never exposed an alt prop, or a media library where nobody filled the field. Fixing the source fixes every page at once.
Keyword stuffing in alt attributes is an old tactic that reads terribly to a screen reader user and buys nothing. Accurate description is what earns image search traffic.
The screen reader has already announced that it is an image. Describe what it shows and nothing else.
A background swirl announced as "blue abstract shape" is noise between every paragraph. Give it an empty alt and let it be invisible, which is what it is.
If the image already has a visible caption saying the same thing, an empty alt is better than hearing it twice. Alt text should add what the surrounding text does not say.
The setting is in a different place on every platform, and that is usually what stands between knowing and fixing.
Fill the alt field in the media library so every future use inherits it. Bulk plugins can copy the title into alt across an entire library, which is better than nothing and worse than a sentence — worth it for archives, not for the pages that sell.
Each product image has an alt field in the admin. Theme images — banners, promos, icons — live in theme settings or the code, which is where a page of undescribed decoration usually comes from.
Set alt on the asset, or bind it to a CMS field on a collection template so every item describes its own image. Webflow also has an explicit "decorative" option, which writes the empty alt correctly.
Alt comes from the image's filename or from the caption field depending on the block, which is why so many Squarespace pages have alt text like "DSC_0421". Set it deliberately in the image editor.
next/image requires alt, which is why it is usually a wrapper component that makes it optional. Make it required in your own component and pass an empty string explicitly for decoration — a lint rule enforces the rest.
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