Text Alternatives and Accessibility – How to Do It Right

Text alternatives are different ways of presenting non-text content in a format that everyone can access. They ensure that images, audio, and video are understandable for people with disabilities, while also improving overall usability.

In this guide, we’ll look at the main types of text alternatives and see how to create them effectively, with best practices and examples. These practices not only improve accessibility but also enhance the overall user experience.

Types of Text Alternatives

There are three main types of text alternatives: alt text, transcripts, and captions. Each serves a different purpose depending on whether the content is visual, audio, or video. Together, they ensure that information is accessible to everyone.

	Applies To	What It Is	Useful For
Alt Text	Image and icon	A short, literal description for non-decorative images.	Blind or low-vision users (screen readers).
Text Transcripts	Audio and Video	A complete written version of everything spoken or heard, including sounds and music cues.	Deaf or hard-of-hearing users, readers, non-native speakers.
Captions (Closed & Open)	Video	Synchronised on-screen text for speech and important sounds.	Deaf or hard-of-hearing users, people in sound-off or loud environments.

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Alt Text

Alt text is a short written description of an image that helps visually impaired people understand the content. Screen readers read the description aloud for users to understand. Alt text also appears when an image fails to load, which is particularly useful in low-bandwidth situations.

While alt text is mainly associated with images, it also applies to icons (like PNG or SVG images). Functional icons, such as a magnifying glass for search, also need alt text so screen readers can announce them properly.

How to write alt text

Writing alt text is not a one-size-fits-all task. The right approach depends on both the context of the image and the type of image you’re describing. An icon needs a different treatment than a chart, diagram, photo, illustration, or screenshot.

Here’s how to write alt text for different kinds of images.

	How to Write Alt Text
Photographs	Include specifics like names, places, or actions. Think about why you chose the photo and what you want it to convey.
Icons	Describe the purpose, not the shape. Example: a magnifying glass should be “Search,” not “Magnifying glass.”
Illustrations	Focus on the intent rather than tiny details. If text is included (like in a cartoon), describe both relevant visuals and text.
Diagrams	Summarise the key message or data in a sentence or two. For complex diagrams, add detail in surrounding text or link to full data.
Screenshots	Describe what the screenshot is of, and include details relevant to the context (e.g., Screenshot of account settings page with the “Delete Account” button highlighted).
Decorative Images	Use a null alt attribute (alt="") so screen readers skip them.

These guidelines are a good starting point, but they won’t cover every scenario; it’s a broad subject. We’ve published a dedicated post on how to write alt text for images (opens in a new tab), and we recommend giving it a read to explore the topic in more depth.

Tools to generate alt text

There are tools out there that make writing and managing alt text easier. However, they often struggle to provide concise, context-relevant descriptions; you’ll still need to review and edit their output. But they can save valuable time, especially when working with large libraries of images.

Here are some tools that can generate alt text for images:

• alttextgenerator.ai: A WordPress plugin that detects images missing alt text and generates alt text in bulk automatically.
• AltText.ai: An AI-powered service built for generating alt text in bulk, especially useful for large image libraries.
• ChatGPT: Can generate descriptive text for images you provide, but the output should always be reviewed for context and accuracy.

There are many more tools available beyond these. Some come as CMS plugins, while others are online tools that generate alt text when you upload an image. A quick Google search will reveal plenty of options; test a few and choose the one that works best for your use case.

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Captions

Captions display spoken words and important sounds as on-screen text in videos. They make video content accessible to people who are deaf or hard of hearing. Also, they are helpful when the sound is off, like in a library, or hard to hear in noisy environments.

Captions come in two forms:

• Closed Captions (CC): A text track that viewers can turn on or off.
• Open Captions: Always visible because they’re “burned into” the video.

Closed captions are generally preferred because they give users control. People who need them can turn them on, while others can switch them off. But when a platform doesn’t support closed captions, open captions are the best fallback since they ensure accessibility for all viewers.

How to write captions

As explained earlier, there are two types of captions. Both follow the same writing guidelines, but open captions come with a few extra considerations. To make things easier, we’ve outlined some practical tips below that will help you write captions accurately and effectively.

• Write captions exactly as spoken, without paraphrasing.
• Capture non-speech sounds in brackets (e.g., [applause], [music]).
• Add start and end timestamps for each caption block to sync text with speech.
• Limit 30 characters per line and two lines per caption.
• Keep captions on screen long enough to be read.
• Break up caption lines at a logical point.
• Use correct grammar and punctuation for clarity.
• Start a new caption when the speaker changes

If you are using open captions, here are some additional tips:

• Keep captions centre-aligned on screen.
• Use high colour contrast between text and background.
• Choose an accessible font at a good size.

Tools to generate captions

Creating captions doesn’t have to be manual. There are reliable tools that can help you generate both open and closed captions, saving you time while ensuring accuracy and accessibility. Here are a few worth considering:

• Rev: Offers both AI-generated and human-made captions, delivered as caption files or embedded directly into videos.
• Descript: Auto-generates captions and lets you export them as closed captions or burn them in as open captions.
• Adobe Premiere Pro: Professional video editor with robust captioning tools to create, edit, and style both open and closed captions.

Among these tools, Descript stands out since it can generate both captions and transcripts, giving you more flexibility from a single platform. Still, it’s worth checking whether the paid version makes sense for your use case before choosing it.

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Text Transcripts

A transcript is a written version of spoken words and important sounds from audio or video content. It ensures accessibility for people who are deaf or hard of hearing, while also helping non-native speakers, readers who prefer text, and anyone who wants to skim or search content.

Transcripts are most useful for spoken content such as podcasts and interviews. They’re also important for webinars, training sessions, and e-learning content. In addition, transcripts add value to videos where users may want a searchable or downloadable text reference.

How to write transcripts (for audio and video)

There are different types of transcripts.

Verbatim captures every word, sound, and filler (e.g., “um,” “uh”), while intelligent verbatim removes pauses and repetition but stays faithful to what was said. Other types include edited transcripts for readability and phonetic transcripts for linguistic analysis.

For accessibility, the best fit is usually intelligent verbatim; faithful to the audio but cleaned up for readability. That said, a verbatim transcript may be required in certain cases or contexts, so consider what the content will be used for before deciding the style.

Here’s how to write transcripts:

• Capture every spoken word so nothing is missed.
• Break text into small chunks for readability instead of long blocks.
• Highlight the active line with time-sync so users can easily follow along.
• Label speakers clearly to avoid confusion in multi-speaker content.
• Provide downloadable files in formats like .txt for offline access and searching.
• If you are using a tool, review and correct generated transcripts for accuracy.

Tools to generate a transcript

There are many tools that can turn audio or video into a transcript. Some use AI for speed, while others rely on human transcription for higher accuracy, and some combine both. Below are a few options; choose one that fits your use case and budget.

• Otter.ai: AI-powered tool that generates transcripts quickly, with features like speaker identification and live transcription.
• Rev: Offers both AI and human transcription services; AI is fast and cheap, while human transcription delivers higher accuracy
• Descript: Produces verbatim transcripts from video or audio, with options to remove filler words and polish the text for readability.

It’s often easier to start with an AI-based tool. These usually capture most of the content accurately, and you only need to review and make small corrections. They’re also more pocket-friendly compared to human transcription services.

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Text Alternatives Benefit Everyone

While text alternatives are primarily designed for people with disabilities, they also make content easier to consume for all users.

Captions in everyday situations

Captions aren’t only useful for people who are deaf or hard of hearing. They help in noisy places like malls or airports, and in quiet environments like libraries where you can’t turn the sound on. They also make videos easier to follow if you’re scrolling with the sound off.

Subtitles and language support

Subtitles are designed to translate spoken dialogue into another language. They’re especially helpful when watching a movie or video that isn’t in your native language, or when the speaker’s accent is difficult to understand. Subtitles open content to a wider international audience.

Transcripts for quick scanning

Transcripts give users the option to skim through long podcasts, webinars, or training sessions without watching or listening in full. Instead of sitting through an entire recording, people can quickly search for specific topics or review key sections at their own pace.

Wrapping Up

Without text alternatives, a big part of your audience is left out.

Alt text, transcripts, and captions ensure that your images, audio, and videos can be understood by everyone, regardless of ability, situation or environment.

By following the best practices we’ve covered, you not only make your content more inclusive but also improve usability for all users.