A project photo can show a customer what your service actually looks like. But the image needs a useful text alternative when someone cannot see it. Writing alt text for service business images starts with the image's purpose on that particular page, not a list of keywords you want to rank for.
This guide covers common images on small-business websites, with fictional examples you can adapt to the photographs you actually use. It does not assume that every image needs a long description.
What alt text does—and what it does not do
Alt text is a text alternative attached to an image. Assistive technology can use it to communicate the image's meaning or function. It can also appear when an image does not load. It is different from a visible caption, which adds context for everyone reading the page.
Google's image guidance also describes alt text as a signal for understanding images alongside the surrounding page content. That does not make it a hidden advertising field. Describe what helps the reader and avoid repeating search phrases unnecessarily.
Ask what would be missing without the image
Before writing, temporarily ignore the photograph and read the nearby text. Does the image demonstrate a finished project, identify a team member or communicate an instruction? Or is it simply a decorative background behind an already complete heading?
The W3C image decision tree is a useful reference. Informative images need an appropriate text alternative; purely decorative images generally use an empty alternative, alt="". A linked image needs an accessible name that explains its destination or action. The right choice depends on the context.
Examples for common service-business images
These are invented scenarios, not claims about completed client projects. Use each description only if it matches the real image and its purpose.
| Image and context | Possible alternative | Reason |
|---|---|---|
| A kitchen renovation portfolio photo showing new storage | Kitchen with full-height oak cabinets and a pull-out pantry beside the oven | Describes visible details relevant to the project. |
| A staff portrait without an adjacent name | Maya Chen, project coordinator | Identifies the person without inventing credentials or unnecessary appearance details. |
| A decorative abstract pattern behind a service heading | Empty alt text | The pattern adds no information beyond the page's visible wording. |
| An icon-only link that opens the contact page | Contact our team | Explains the link's purpose rather than merely naming an envelope shape. |
Write project-photo descriptions from evidence
Start with the most relevant visible result. “Bathroom with a walk-in shower and wall-mounted basin” is more useful than “best bathroom installers cheap renovation experts.” If the location is relevant and verified, explain it in the project caption or surrounding case study. Do not insert a city solely to target a search query.
A photo cannot establish that a job was completed on time, reduced bills or delighted the customer. Put supported claims in the article or case study, with the appropriate context. Do not hide unverified performance promises in the image description.
Handle before-and-after photos carefully
If two separate images show a genuine transformation, describe the meaningful difference in each. For example, “Before renovation: narrow entry with an open coat rail” and “After renovation: entry with enclosed coat storage and a bench.” Keep the labels consistent with the actual order.
If the comparison is one combined image, a concise alternative can identify both states. Put longer explanations in nearby visible text. Readers should not need to hear a paragraph of tiny visual details to understand the point.
Do not turn a stock photo into a client story
Only describe a photographed person as your employee or a location as your completed project when that is true. A licensed stock image may illustrate a topic, but it does not become evidence of your work. Avoid writing “our installation team” for unrelated models in a stock photograph.
Alt text also does not replace image permission. Keep licensing and consent checks in the image-selection process before uploading anything.
Check icons, logos and repeated text
A logo used as the only content of a home link needs an appropriate accessible name, such as the business name. If the same link already contains readable business-name text, an empty alternative on the icon may avoid duplication. Check the complete link, not just the image in isolation.
Likewise, a staff portrait next to a clearly associated name may not need to repeat all the same information. The important test is whether someone using assistive technology receives the information once, in a sensible order.
A practical review checklist
- List the images on one important service page.
- Mark each one as informative, functional or decorative.
- Write the shortest useful alternative for its actual purpose.
- Check descriptions against the real image, not its filename.
- Remove repeated sales phrases and unsupported claims.
- Confirm linked images have a clear accessible name.
- Review the rendered page and test its reading order, ideally with a screen reader.
Start with the pages that explain your core services. Keep the image review alongside your technical SEO checklist, and align the descriptions with the audience and purpose in your content brief.
Is there a perfect alt-text length?
There is no single length that fits every image. A short identifying phrase may be enough for a portrait, while a diagram may need a brief alternative plus a longer explanation nearby. Aim for the information needed in context. Do not pad a clear description to hit a word count or squeeze a complex explanation into an arbitrary limit.