Writing Good Alternative (Alt) Text

What is alternative(alt) text?

Alt text is a short description added to an image, which is not visible on the webpage but is read aloud by screen readers for visually impaired users. It also serves as a fallback if an image fails to load.

How do I write good alt text?

Be Descriptive and Concise

Alt text should clearly describe the image’s content and purpose in 1-2 sentences.

• Good: “SIDEARM University quarterback throws a pass during the second quarter against State College.”

• Bad: “A football player”

Highlight Key Details relevant to Athletics

Include sport-specific context, such as 

• Player names (if known and relevant)

• Coach names

• Team names

• Game situation (“during warm-ups” or “celebrating a win”)

• Action (“spiking the ball,” “crossing the finish line”)

Consider the Purpose of the Image

Ask yourself, Why is this image here?

• Promotional (season ticket promo image, sponsor logos) images must have all the text in the image as the alt text. (“Football season tickets on sale now!” “Jersey Mike’s subs”)

• Informational (game highlights) images should describe the action and the context.

• Portraits (headshots) should describe what the person looks like. For example, a picture of me could have the alt text “White woman with brown hair and a fringe/bangs, wearing brown glasses and a burgundy t-shirt”

Avoid Redundancy

Don’t repeat information already in nearby text or captions.

• If a caption says, “The Redbirds celebrate their championship win,” the alt text could be, “Players lifting the trophy and cheering on the field.”

• This is why we encourage describing the person in headshot images, their name is already available in text right next to the image.

Think like a Fan or Recruit

What would a visually impaired fan or prospective athlete want to know?

• Ex. “Women’s Track athlete crossing the finish line with arms raised in victory.”

Technical Tips

• Keep it under 125 characters when possible

• Don’t start the alt text with “Image of…” or “Picture of…”

• Don’t include “logo” in the alt text

• Don’t use the file name as the alt text

• Spell check your alt text so it’s read correctly by a screen reader