What should a practice photograph say in text?
Choose image descriptions according to the job each photograph does, rather than describing every visible object.
Decide why the image is there
W3C’s image guidance distinguishes images that communicate information, perform a function or serve a decorative purpose. That distinction helps a practice team write useful alternatives. A photograph of the entrance may explain where to go. A staff portrait may identify a person. A soft-focus plant behind a heading may add atmosphere without contributing information. Those images need different treatment.
Describe the useful information
For an entrance photograph, an illustrative description might be “Practice entrance beside the blue street number, with a ramp to the right.” Use it only if the photograph and current site conditions support it. The aim is to communicate the image’s contribution to the page. Do not turn the description into a long list of colours and objects that do not help the visitor.
Avoid duplicating nearby text unnecessarily
If a portrait sits beside the practitioner’s full name, consider how the combined content will be read. Repeating the same long biography in the image description adds noise. A decorative image can use an empty alternative in HTML when appropriate, allowing assistive technology to skip it. Do not omit alternatives accidentally and assume the browser will make a sensible choice.
Be careful with text inside images
Opening hours, fees and instructions should be available as actual text, not only embedded in a graphic. Text content is easier to enlarge, update, search and translate. If an image contains important wording, ensure the same information is accessible on the page. A social-media tile is rarely a good substitute for a properly structured website notice.
Check context after redesigns
An image that was decorative on one page may be informative on another. Review alternatives when images move or captions change. Have someone inspect the page with images unavailable and ask whether the essential message survives. Keep patient records and identifiable patient information out of photography and test materials. This article concerns website communication; it does not assess the accessibility of a complete site.
Sources & further reading
Primary sources used for this guide. Practical arrangements can change; follow the official source for current details.
Researched from the linked sources, with editorial interpretation and practical suggestions. No visit, interview or product test is claimed. Our editorial standards.
Put the ideas to work.
Write down what a new visitor needs before making their first booking. This is a communication tool, not clinical guidance.
Open first-visit website audit ↗