How Alt Text Can Benefit Both Brands and Customers

In 2024, with the European Accessibility Act just one year away, creating inclusive and accessible online experiences has become a priority for businesses of all sizes.

One of the most fundamental aspects of digital accessibility is alt text, or alternative text, for images. Alt text serves as a textual description of images, enabling users with visual impairments to understand the content through assistive technologies like screen readers. But the importance of alt text extends far beyond accessibility. It benefits both customers and companies in various ways, improving user experience, boosting search engine visibility, and fostering a more inclusive brand image.

Why Alt Text is Necessary for Images

Alt text is essential because it makes visual content perceivable to all users, including those who cannot see images due to visual impairments or technical issues (such as slow internet connections or device limitations). When an image cannot be viewed, alt text provides a description of that image, ensuring that users still receive the necessary information or context.

For individuals who rely on screen readers, alt text is critical. Screen readers cannot interpret images directly, so they rely on the alt text to explain the content and purpose of the image. Without alt text, these users might miss out on key elements of a website, leading to frustration and exclusion.

However, alt text isn't just about accessibility for people with disabilities — it also plays a key role in SEO (Search Engine Optimisation). Search engines use alt text to understand the content of images, which can impact how well a webpage ranks in search results. In short, alt text makes your content more likely to be discovered by both people and search engines.

Who Can Benefit from Using Alt Text?

Nearly all brands and companies can benefit from incorporating alt text into their digital content strategy, but here are a few types of organisations that stand to gain the most:

E-commerce Businesses

When online shopping, most people tend to pick products based on convenience, price, and visual appeal. Deciding whether a dress will look good on you, based on the images shown by retailers, is easy for those with no visual impairments. However, many individuals with partial or full blindness, are unable to shop this way. Instead, they rely on alt text to describe what items look like.

With online retailers relying heavily on images to showcase their products, they stand to gain new customers by including alt text in their image captions. Alt text ensures that visually impaired users can still understand what a product looks like, making it more likely they will purchase. Additionally, good alt text can improve product visibility in search engines, driving more traffic to the website.

Educational Institutions

Schools, universities, and educational content providers often use images, charts, and graphs to convey information. Alt text ensures that all students, including those with disabilities, can access educational materials equally.

Media and Publishing Companies

News outlets, magazines, and other content-driven companies rely on images to tell stories. Adding alt text ensures that visually impaired readers can still engage with and understand visual elements of the articles or stories.

Healthcare Providers

Healthcare websites often use visuals to explain medical conditions, treatments, and services. Alt text ensures that all patients, regardless of disability, can access important information about their health.

Nonprofits and Advocacy Organisations

Nonprofits that serve communities with disabilities must lead by example when it comes to accessibility. Alt text helps ensure their communications are inclusive and available to all audiences.

How Alt Text Benefits Customers and Brands

Customer Benefits

Alt text plays a crucial role in enhancing the user experience for all customers, especially those with disabilities. By ensuring that every user has access to the same information, companies show that they value inclusivity and accessibility. When customers with disabilities can fully engage with a website, they feel respected and understood, which helps build trust and loyalty toward the brand.

Alt text also benefits users in situations where images may not load correctly due to poor internet connections. In these cases, the alt text will appear in place of the image, ensuring that users still receive key information.

Brand and Company Benefits

For businesses, the inclusion of alt text offers several tangible benefits. First, it improves SEO by helping search engines better understand and rank images. Websites with properly optimized images are more likely to appear in image search results, driving organic traffic and increasing visibility.

Additionally, brands that prioritise accessibility, including the use of alt text, demonstrate a commitment to social responsibility and inclusivity. This helps build a positive brand image and fosters loyalty among customers who appreciate companies that go the extra mile to ensure their content is accessible to all. It also reduces the risk of legal issues related to accessibility regulations like the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG).

In a world where brand reputation is closely tied to social values, being seen as an inclusive company can set a business apart from its competitors. Not only does this foster goodwill among customers, but it also positions the brand as a leader in inclusivity and accessibility.

Conclusion

Alt text is a simple yet powerful tool that benefits both customers and companies. For customers, it ensures equal access to information and enhances the overall user experience. For brands and businesses, alt text improves search engine rankings, drives traffic, and demonstrates a commitment to accessibility and inclusivity. Whether you're an e-commerce giant, a nonprofit, or a small business, incorporating alt text into your digital content strategy is a must for fostering a more accessible and successful online presence.