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 via the Editor. The alternative text for images has several functions:

• It is displayed to visitors if the image cannot be displayed for any reason.
• It helps visitors who visit your website using a screen reader (e.g. visually impaired people) to understand the content of the image. Alternative texts are important to ensure your website’s accessibility.

  Caution

  Depending on your location, there may be official regulations regarding the accessibility of your website, such as the European Accessibility Act, which comes into force on 28 June 2025.
• 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 you want to edit.
   A preview of the page opens on the right-hand side.
4. Hover over the image with the 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 image content elements that contain several images, such as the Image slider and the Image gallery, you will need to edit the alternative text for each image.
6. Select Save.

You have edited the alternative text for an image element. Repeat the above 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 content of the image and focus on the most important elements.
• Also consider the context and where appropriate add information about your company and your products, for example if these are visible in the image.
• Make it sound as natural as possible.
• Do not add something like "Image of...".
• For SEO purposes, it is also useful to use keywords that are relevant to your website.
• Be careful not to use too many keywords and to keep it concise.

Example for the wording

Too short, too little relevant details:	"Women drinking champagne."
Too long, too many keywords/details:	"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."