Alt Text for Local Business Websites: A Practical Accessibility and SEO Checklist
Learn how to write useful alt text for local business website images without keyword stuffing or confusing it with captions.
Alt text helps explain images when visitors cannot see them
Alt text is a short description added to an image in your website’s code. It gives screen readers information to announce when an image carries meaning, and it can help search engines better interpret the image in the context of the page.
For a local business website, good alt text is usually simple: describe what is visibly in the image and include relevant context only when it is genuinely shown.
A photo of a plumber repairing a kitchen sink does not need an alt attribute packed with every service area, service name, and sales phrase. A useful description might simply be:
Plumber repairing a kitchen sink cabinet pipe
That tells a visitor using a screen reader what matters in the photo. It also matches the surrounding page if the page is about plumbing repair.
Alt text is not a substitute for helpful service-page copy, clear navigation, mobile-friendly design, or broader accessibility work. But it is a practical website detail worth reviewing—especially on image-heavy pages such as homepages, service pages, galleries, and about pages.
Table of contents
- What alt text is—and what it is not
- Which website images need alt text
- How to write good alt text
- Examples for local business websites
- When to leave alt text empty
- A page-by-page alt text audit checklist
- Common alt text mistakes
- A short website maintenance plan
What alt text is—and what it is not
Alt text is often misunderstood because several different image-related fields sound similar.
| Element | What it does | Example |
|---|---|---|
| Alt text | Describes meaningful visible image content for people who cannot see it | “Stylist applying color to a client’s hair” |
| Caption | Visible text displayed near an image | “Color appointment at our downtown salon” |
| Image filename | The file’s name before upload | hair-color-appointment.jpg |
| Title attribute | Optional hover text in some contexts; not a replacement for alt text | “Hair color appointment” |
These fields can support one another, but they should not all repeat the exact same words.
For example, a dental practice may upload a photo named dental-exam-room.jpg, use alt text that says “Dental hygienist preparing an exam room,” and add a caption only if the caption provides useful context for all visitors, such as “Private exam rooms at our new location.”
Alt text is not a keyword field
Do not treat alt text as a place to add every phrase you hope to rank for.
This is not helpful:
Best emergency plumber in Austin Texas, drain cleaning, water heater repair, plumbing company near me
It does not accurately describe a visible image. It also creates a worse experience for people using screen readers.
If the image shows a technician inspecting a water heater, describe that:
Technician inspecting a residential water heater
If the city is visibly relevant—for example, the photo shows the exterior of your Austin storefront or a recognizable local landmark—it may belong in the description. Otherwise, do not force it in.
Which website images need alt text
The key question is not, “Does every image need a written description?” The better question is, “Would someone miss useful information if this image were not described?”
Meaningful images need useful descriptions
Add alt text when an image contributes information, context, trust, or understanding to the page.
Common local-business examples include:
- Service photos showing your team at work
- Before-and-after images
- Team headshots
- Photos of your storefront, office, dining room, or treatment space
- Product images
- Maps or diagrams that convey information
- Images that function as buttons or links
- Logos when the business name is not already clear nearby
Decorative images usually need empty alt text
Some images are visual styling rather than content. Examples may include:
- Background textures
- Divider flourishes
- Generic shapes behind headings
- Repeated decorative icons
- A stock photo that adds no information beyond the nearby headline
- A duplicate image that has already been described in text
For these images, the right approach is usually an empty alt attribute, written as alt="", so screen readers can skip them.
Do not write “decorative image,” “blank,” or “background pattern” as alt text. That makes visitors listen to information that does not help them understand the page.
How to write good alt text
Strong alt text is accurate, concise, and specific to the image’s role on the page.
Use this four-part process.
1. Identify the visible subject
Start with what a person can actually see.
Ask:
- Who or what is in the image?
- What are they doing?
- What object, setting, or detail matters?
- Is there visible text that needs to be conveyed?
For a photo of a roofer on a ladder, “roofing services” is too vague. “Roofer inspecting shingles from a ladder” is clearer because it describes visible activity.
2. Keep the description relevant to the page
The same image may need slightly different alt text depending on why it appears.
A photo of a bakery’s display case could appear on:
- A catering page
- A custom cakes page
- An about page
- A location page
The description should remain truthful, but its focus can match the relevant visible detail.
For example:
- On a custom cakes page: “Three-tier white wedding cake in a bakery display case”
- On a location page: “Glass pastry display case inside the bakery storefront”
Do not claim information the image does not show. A photo cannot prove “award-winning service,” “trusted local team,” or “fast turnaround.”
3. Use plain language
Write for a person, not a search engine.
Good alt text usually does not need introductions such as “image of” or “photo of.” Screen readers already announce that an element is an image in many contexts.
Instead of:
Image of a photo of our friendly HVAC technician providing the best AC repair service
Use:
HVAC technician checking an outdoor air-conditioning unit
4. Keep it concise without removing the useful detail
There is no magic character count that makes alt text good. The goal is to give the information needed to understand the image without turning one image into a paragraph.
A short description is often enough:
Electrician installing a wall outlet
A more detailed description may be appropriate when the details are the point:
Before-and-after view of a bathroom vanity with damaged and repaired plumbing
Examples for local business websites
These examples show how visible content should drive the description.
Service photos
| Image | Useful alt text | Why it works |
|---|---|---|
| HVAC technician working outside | “HVAC technician checking an outdoor condenser unit” | Names the person, action, and equipment shown |
| Landscaper installing plants | “Landscaper placing shrubs along a front walkway” | Describes the visible work rather than using a generic service phrase |
| Dentist with patient | “Dentist reviewing X-rays with an adult patient” | Explains the activity in the photo |
| Restaurant staff plating food | “Chef placing herbs on a bowl of ramen” | Gives meaningful visible detail |
If a service photo shows a recognizable location or branded vehicle, include that detail only when it is visible and useful.
For example:
Company van parked outside the Cedar Street office
Team photos and headshots
For a headshot, use the person’s name and role when both are known and relevant.
Maria Lopez, owner and lead stylist
For a group photo:
Five staff members standing outside the salon entrance
Avoid personality claims that cannot be seen, such as “our friendly team” or “experienced professionals.”
Your about page can provide the fuller story about your people, history, and qualifications. Alt text should describe the photograph itself.
Storefront and location images
Location photos can help visitors recognize your business when they arrive. Describe the visible exterior or interior.
Blue awning above the entrance to Harbor Coffee
Waiting room with gray chairs and a reception desk
If a location page needs to explain parking, entry instructions, or accessibility details, put those facts in regular visible page copy—not only in alt text.
Product images
Describe the product and any visually important features.
Black leather ankle boots with a side zipper
Box of twelve assorted cupcakes with white and pink frosting
If product color, size, material, or included components matter to the purchase decision, make sure those details are also available in the normal product description.
Before-and-after photos
Before-and-after images need especially clear descriptions because the change is usually the point.
Use separate descriptions that explain each image:
- Before: “Cracked concrete driveway with weeds growing between slabs”
- After: “Repaired concrete driveway with a smooth, clean surface”
Do not rely on the images alone to explain the scope of work. Add a nearby caption or paragraph that identifies what changed, if appropriate.
Logos and linked icons
If a logo links to your homepage, the alt text should usually identify the business:
StoopCraft home
For a local business logo:
Greenway Family Dental home
If the business name is already plainly available beside a non-linked logo, the logo may not need separate meaningful alt text. The right treatment depends on whether the logo adds information or is simply repeating text that is already available.
Images used as links or buttons
When someone activates an image, the alt text should communicate the destination or action—not merely describe the visual.
For an image linking to a gallery page, use:
View kitchen remodeling gallery
For an image linking to a service page, use:
Learn about drain cleaning services
“Kitchen photo” would describe the image but not the action the linked image performs.
When to leave alt text empty
Empty alt text is not missing work. It is often the accessible choice for purely decorative images.
Use alt="" when the image:
- Adds visual polish but no information
- Repeats nearby text exactly
- Is a layout element, separator, or background decoration
- Is included only for atmosphere and the page remains fully understandable without it
For example, a homepage hero may have a headline reading “Residential plumbing repairs” next to an abstract blue water texture. The texture does not need a written description.
But if the hero contains a photo of your technicians working in a home, it may be meaningful. The answer depends on whether the image provides context beyond the headline.
A page-by-page alt text audit checklist
A systematic review is more effective than trying to fix every image across the site at once.
Start with pages that are most important to customers:
- Homepage
- Core service pages
- Location or service-area pages
- About page
- Contact page
- Gallery, portfolio, and testimonial pages
- Product or booking pages
For each image, work through this checklist:
- Is the image meaningful? If yes, add a concise description of what is visibly shown.
- Is it decorative? If yes, use empty alt text rather than a generic label.
- Is it a link or button? Make the alt text explain the destination or action.
- Does it contain visible text? Include the text when it is needed to understand the image.
- Does the description match the image? Check for old alt text left behind after swapping photos.
- Does it repeat nearby copy? Remove unnecessary duplication when the image adds no new information.
- Does it include stuffed keywords? Replace promotional phrases with a real description.
- Does the page still make sense without the image? Important service details, prices, policies, and instructions should also appear in visible text.
A practical workflow is to keep a simple spreadsheet with page URL, image location, current alt text, recommended change, and completion status. This makes it easier to review updates without losing track of pages.
When you audit service pages, review the surrounding content too. Clear images cannot compensate for a thin or confusing service page. Use this service-page checklist to make sure visitors can also understand what you offer and how to request help.
Common alt text mistakes
Writing what you want the image to rank for
Alt text should not become a list of services, neighborhoods, or sales terms.
Avoid:
Affordable local roofing contractor roof repair roof replacement near me
Use:
Roofer replacing damaged shingles on a residential roof
Describing information that is not visible
Do not use alt text to claim quality, experience, pricing, availability, or customer outcomes.
Avoid:
Trusted plumbing team providing fast same-day repairs
Use:
Two plumbers standing beside a service van
The surrounding page can explain your actual service details and availability, as long as the copy is accurate.
Repeating “image of” on every image
This wastes words and makes descriptions more tiring to hear. Start with the subject or action unless “image of” is needed for clarity.
Giving every image identical alt text
A gallery of ten different projects should not have ten images labeled “Kitchen remodel.” Describe what distinguishes each photo when those details matter.
Forgetting images added after launch
New blog images, portfolio photos, seasonal promotions, and replacement photos can introduce missing or outdated alt text. Add alt text review to your publishing process rather than treating it as a one-time cleanup.
Assuming alt text replaces captions or page copy
Alt text is primarily for nonvisual access to image content. Visitors who can see the page may still need a caption, label, or nearby explanation. For instance, a project gallery benefits from visible text that identifies the service, materials, or project type.
A short website maintenance plan
Review alt text when you:
- Publish a new service page
- Add photos to a gallery
- Replace homepage imagery
- Launch a new location page
- Update team headshots
- Add image-based links, buttons, or promotions
- Redesign your navigation or homepage
It is also worth checking the broader page experience. Images should support—not obscure—the path to a phone call, quote request, or booking. For related improvements, read how to write website copy that gets local customers to call and why your local business website has to work on a phone first.
Make alt text part of a better-maintained website
Useful alt text is straightforward: describe meaningful visible content, skip decorative clutter, and avoid turning image fields into a keyword dump. It may support accessibility and help search engines interpret your pages, but it works best as one part of a clear, well-maintained website.
If you would rather not manage website details like page copy, image descriptions, and on-page SEO yourself, StoopCraft builds websites for local businesses and includes on-page SEO as part of its $99/month service. Visit StoopCraft to learn more.
