Alt text, or alternative text, is often associated with images, but it is equally important for buttons and icons on websites and apps. Buttons and icons are frequently used as interactive elements that perform actions, such as submitting forms, navigating between pages, or performing searches.

Without proper descriptions, these elements can be invisible or misunderstood by users who rely on assistive technologies like screen readers. For companies, incorporating alt text for buttons and icons is not just a matter of accessibility compliance, but also a way to improve user experience and strengthen brand loyalty.

Why Alt Text is Necessary for Buttons and Icons

The image depicts a shopping cart icon with a blue plus sign in the center. This symbol is commonly associated with adding items to an online shopping cart. The cart has two blue wheels, a black frame, and a gray basket outline.

Alt text for buttons and icons allows screen readers to interpret and announce what a button or icon does, rather than leaving users guessing. When navigating a website, users with visual impairments rely on screen readers to convert visual content into spoken words. If buttons and icons lack appropriate alt text, the screen reader may skip over these elements or read them as "button" without any additional context. This leaves users unable to interact with the website effectively, potentially preventing them from performing critical actions such as making a purchase, submitting a form, or accessing a service.

For instance, a button with an icon of a shopping cart might be immediately recognisable to sighted users, but for someone using a screen reader, that button would need an alt text like "Add to cart" to clarify its function. Similarly, a magnifying glass icon commonly represents a search function, and the alt text should indicate "Search" so that the user knows what action it will perform.

In short, alt text for buttons and icons is essential to ensure operability — one of the core principles of the Web Content Accessibility Guidelines (WCAG) — by making interactive elements usable for all users, including those with disabilities.

Which Brands and Companies Can Benefit from Using Alt Text for Buttons and Icons?

Any business that has an online presence, from e-commerce platforms to media companies, can benefit from using alt text for buttons and icons.

However, certain industries stand to gain the most from optimising their interactive elements for accessibility:

E-commerce Websites

Three people are engaging in an online shopping experience displayed on a large screen, with shopping carts, products like shoes and shirts, and price tags illustrating the concept of eCommerce.

For online retailers, every button and icon contributes to the customer journey. Buttons such as "Add to cart," "Checkout," or "View more products" are crucial for driving conversions. Ensuring these buttons are accessible to everyone, including those with disabilities, can prevent lost sales and improve the overall shopping experience.

Financial Services

Banks and financial institutions often use interactive forms and portals for tasks like paying bills, transferring money, or checking account details. Adding alt text to buttons and icons ensures that visually impaired users can access these essential services without any barriers.

SaaS Companies

Software-as-a-service platforms often have complex user interfaces filled with icons and buttons to access different features. Providing meaningful alt text ensures that all users, including those with disabilities, can effectively use the platform, reducing the chances of customer frustration.

Healthcare Providers

Hospitals and healthcare organisations increasingly rely on digital tools for scheduling appointments, accessing medical records, and providing telehealth services. Making buttons and icons accessible ensures that patients of all abilities can manage their healthcare independently.

Benefits for Customers and Brands

Customer Benefits

Black home page icon, typically used as a symbol to navigate back to the main page of a website or application.

For customers, especially those who rely on assistive technologies, alt text for buttons and icons is essential for a seamless online experience. It ensures that visually impaired users can navigate websites and apps with the same ease as sighted users. Properly labelled buttons and icons make it clear what actions are available and how to perform them. This enhances usability and reduces frustration, allowing all users to interact fully with a website’s content and services.

Moreover, when customers feel that a company values accessibility and inclusivity, they are more likely to develop a positive connection with the brand. Users who have had negative experiences with inaccessible websites are less likely to return or recommend those businesses to others. By contrast, accessible websites foster customer trust and loyalty.

Brand and Company Benefits

For businesses, providing alt text for buttons and icons offers several advantages. First and foremost, it demonstrates a commitment to accessibility and inclusivity, which is increasingly important to consumers. In a competitive market, brands that prioritise social responsibility and inclusivity stand out and build stronger relationships with their audiences.

Furthermore, alt text for buttons and icons can improve the usability of a website, benefiting not only users with disabilities but all users. Accessible websites tend to offer clearer navigation and better user experiences, which can lead to higher engagement, improved conversion rates, and stronger customer retention.

Additionally, companies that make their websites accessible avoid potential legal risks associated with non-compliance with regulations like the Americans with Disabilities Act (ADA) or the European Accessibility Act. Ensuring that buttons and icons are usable by everyone helps businesses stay compliant with accessibility laws, avoiding lawsuits, and maintaining a positive public image.

Conclusion

Alt text is not just for images — it is a vital part of making buttons and icons accessible to all users. By incorporating meaningful alt text into these interactive elements, businesses can enhance usability, improve customer experiences, and demonstrate a commitment to inclusivity. Whether you’re running an e-commerce site, a financial service, or a healthcare platform, using alt text for buttons and icons is a simple yet powerful way to make your digital content more accessible to everyone. This benefits customers by making their experience smoother and more inclusive, and it benefits brands by building loyalty, trust, and long-term customer relationships.

Enhancing Accessibility Using Alt Text for Buttons and Icons