Alternative text (alt text) is a text alternative for an image. It can help people using assistive technology understand relevant visual content, and it gives search engines context. It is not a place to repeat a list of keywords.
Describe what the image shows
For a project photo, a concise description might be “New oak stair treads installed in a renovated hallway.” Include the trade or material when it helps explain the image. Do not add an address, customer's name or a claim the picture cannot support.
Avoid repetitive descriptions
If several images show the same project, describe the meaningful difference in each view. Do not begin every description with “best plumber in [town]” or stuff in service areas. If the caption already gives the same information, avoid repeating unnecessary wording.
Match the description to the image's purpose
A functional image that links to another page may need text that explains the link's destination or action. A purely decorative image may need no spoken description; the developer should mark it appropriately. If a diagram conveys important steps, provide those steps in nearby text too.
Google's image SEO guidance recommends descriptive context and useful text alternatives. Alt text is one part of an accessible, well-structured page—not a ranking shortcut. See our image SEO guide for tradesmen and project gallery guide.