Define alternative texts for images

You should define an alternative text (also known as “alt text”) for each image that you add to your website in the Editor. The alternative text for images has several functions:

• It is displayed if the image cannot be shown.
• It helps visitors using screen readers to understand the image. Alternative texts are essential for accessibility.

  Caution

  Depending on your location, legal requirements such as the European Accessibility Act, effective from 28 June 2025, may apply to your shop’s accessibility.
• It is crawled by search engines and can be important for search engine optimisation (SEO).

How to edit the alternative text of an image

1. In the sidebar of the administration, navigate to Editor.
   The Editor opens.
2. Navigate to Pages.
3. Select the page to edit.
   A preview of the page opens on the right-hand side.
4. Hover over the image whose alternative text you want to edit and select .
5. On the tab, enter the desired text in the Alternative text field. For further information, refer to the section Tips for writing alternative texts.
   For content elements with multiple images, such as the Image slider and the Image gallery, edit the alternative text for each image individually.
6. Select Save.

You have edited the alternative text for an image element. Repeat the steps to edit the alternative text for other images.

Note

It is currently not possible to automatically check for missing alternative text.

Tips for writing alternative texts

• Describe the image content and focus on the most important elements.
• Consider the context and, where relevant, add information about your company or products visible in the image.
• Write in natural, clear language.
• Avoid starting with phrases such as "Image of...".
• For SEO purposes, it is also useful to use keywords that are relevant to your website.
• Keep the text concise and avoid overloading it with keywords.

Example for the wording

Too short, not enough detail	"Women drinking champagne."
Too long, overloaded with keywords	"Women enjoying a glass of champagne from our exclusive 300 ml champagne glass, featuring an elegant, golden stem that adds a touch of luxury to any occasion. This glass perfectly complements their refined style and captures the essence of celebration and elegance."
Better	"Women drinking champagne from our exclusive 300 ml champagne glasses with golden stem."