Alt text for business websites: why passing an accessibility scan is not enough

Many business websites treat alt text like a checkbox.

Run the scanner. Fix the missing fields. Move on.

That is better than doing nothing, but it is not enough.

An automated tool can tell you that an image has alt text. It cannot always tell you whether the description helps a real person understand the page.

This matters for accessibility, SEO, and conversion. If your website depends on service images, product photos, case study visuals, diagrams, team photos, before and after examples, or trust badges, weak alt text can make the page harder to use.

The goal is not to stuff keywords into every image.

The goal is to describe important images in a way that supports the user's task.

What alt text actually does

Alt text is a short text alternative for an image. Screen readers can read it aloud. Search engines can use it as one of many signals to understand image context. Browsers may show it when an image fails to load.

For a business website, alt text should answer one practical question:

What does this image add to the page?

Sometimes the image adds important information. In that case, the alt text should describe it clearly.

Sometimes the image is decorative. In that case, it may not need descriptive alt text at all. Decorative images can use empty alt attributes so screen readers skip them.

The mistake is treating all images the same.

Why automated scans miss the real issue

Accessibility scanners are useful. They can find missing alt attributes quickly across a site.

But a page can pass a basic scan and still have bad alt text.

For example:

• "image"
• "banner"
• "team"
• "service photo"
• "homepage graphic"
• "SEO agency Dubai"

Some of these may technically fill the field. They do not always help the user.

GitHub recently wrote about this exact problem: alt text can pass automated checks and still be poor. Their point applies far beyond software platforms. It applies to agency websites, local service websites, e-commerce stores, SaaS landing pages, and portfolio sites.

Tools can catch absence. Humans still need to check usefulness.

Good alt text depends on context

There is no perfect alt text for an image in isolation.

The same image can need different alt text depending on where it appears.

A photo of a restaurant dining area on a homepage might use:

"Bright indoor dining area at a family restaurant with tables set for evening service."

On a venue hire page, the same image might need:

"Restaurant dining area arranged for a private event with seating for around 40 guests."

On a design case study, it might be:

"Restaurant interior after website photography direction, showing warm lighting and clear table layout."

The image is the same. The user's need is different.

That is why copying file names or stuffing service keywords into alt text is lazy.

Where alt text matters most on a business website

You do not need to obsess over every decorative icon. Start with the images that influence understanding or buying decisions.

Product and service images

If the image shows what the customer gets, describe it clearly.

Weak: "product image"

Better: "Black leather laptop bag with front zipper pocket and padded shoulder strap."

For service businesses, this could be a completed project, treatment room, event setup, training session, or installed product.

Case study images

Before and after images need useful descriptions.

Weak: "before and after"

Better: "Before and after screenshots of a service page redesign, showing a clearer headline, shorter form, and visible trust badges."

This helps users who cannot see the comparison and gives search engines better context.

Process graphics

If your image explains a workflow, the alt text should summarize the useful information.

Weak: "process diagram"

Better: "Four step website project process: discovery, design, development, and launch support."

If the graphic contains a lot of information, add supporting text on the page instead of trying to force everything into the alt text.

Team and trust photos

A team photo should usually say who or what it shows if that matters to trust.

Weak: "team"

Better: "Nuru Digital project team reviewing a website launch checklist on laptops."

Do not overdo it. The description should be honest and useful, not promotional.

Images near calls to action

Images beside forms, booking sections, pricing blocks, or consultation CTAs should support the buyer's next step.

If the image is decorative, keep it out of the screen reader's way. If it adds trust or clarity, describe it.

Alt text and SEO: do not make it spammy

Google's image SEO guidance recommends descriptive filenames, useful surrounding text, and relevant alt text. That does not mean every image should become a keyword dump.

Bad alt text:

"best web design agency Dubai SEO services digital marketing company UAE"

Better alt text:

"Mobile homepage design for a Dubai service business with a clear call to action and enquiry form."

The second version is clearer for users and still gives search engines useful context.

If your alt text sounds strange when read aloud, it is probably written for the wrong reason.

A simple alt text review process

Use this process for your homepage, top service pages, best case studies, and active landing pages.

Step 1: List important images

Do not start with every icon. Start with images that carry meaning.

Look for:

• Hero images
• Service images
• Product photos
• Case study visuals
• Diagrams
• Screenshots
• Before and after examples
• Trust or proof images

Step 2: Ask what the image does

For each image, ask:

Does this image explain something, prove something, or support a decision?

If yes, write alt text that captures that value.

If no, treat it as decorative where appropriate.

Step 3: Keep it specific and plain

Useful alt text is usually short and direct.

Avoid filler like "beautiful", "stunning", "premium", or "world class" unless the visual detail genuinely matters.

Describe what is there.

Step 4: Avoid repeating nearby text

If the caption or paragraph already explains the image fully, the alt text can be shorter.

Do not force screen reader users to hear the same sentence twice.

Step 5: Review on mobile pages that get traffic

Prioritize pages where poor clarity costs money:

• Paid ad landing pages
• Contact pages
• Product pages
• Service pages
• Booking pages
• Quote request pages

This is where accessibility overlaps with conversion.

Examples for service businesses

Here are practical examples.

Weak:

"cleaning service"

Better:

"Cleaner using a floor machine in a furnished office after business hours."

Weak:

"website design"

Better:

"Homepage mockup for a service business with a pricing section and booking call to action."

Weak:

"doctor"

Better:

"Dentist explaining a treatment plan to a patient in a consultation room."

Weak:

"real estate"

Better:

"Apartment listing page showing property photos, floor plan, and enquiry form."

Weak:

"restaurant"

Better:

"Restaurant table setup for a private dinner with eight place settings."

The better versions are not longer for the sake of it. They give useful context.

Common mistakes to fix

The most common alt text mistakes on business websites are simple:

• Missing alt attributes on important images
• File names used as alt text
• Keyword stuffing
• Vague descriptions
• Repeating the same alt text across many images
• Describing decorative icons that should be skipped
• Ignoring screenshots and diagrams
• Forgetting images added through page builders or CMS fields

These are easy to miss during a redesign because everyone is focused on layout and visuals.

They are also easy to fix if your content and development teams have a review checklist.

Conclusion

Passing an accessibility scan is a useful start. It is not the finish line.

Good alt text helps real users understand your website. It supports search context. It can also reduce doubt at moments where buyers are deciding whether to trust you.

Start with the images that matter most: service pages, product pages, case studies, diagrams, and landing pages. Write descriptions that are plain, specific, and useful.

That is better for accessibility, better for clarity, and better for the business.

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Related reading

• More on SEO from the blog.