Insert images

1. Use images that are meaningful

Images should be highly related to the content. Don’t insert images only to decorate your pages or fill empty space. Image and text should complement one another.

2. Be honest

Stock art images look nice, but they don’t show reality. Be honest with your customers and show them real life photos. Also, use colourful images instead of black-and-white images.

3. Add a caption

Add a caption near the image if its meaning is not instantly clear to everyone.

4. Make images accessible

Describe the content or functionality of images with the alternate text “alt=”. Thanks to this description in the alternate text people with visual impairment will be able to understand the meaning of your images.

5. Use images sparingly

Don’t overfill your website with images. A single meaningful image will create more impact than 10 useless images.

6. Offer a gallery or slideshow for more pictures

If you want to show a lot of pictures of a place or location create a photo gallery or a slideshow.



7. Offer a zoom-in option for product details

If you want to show details of a product you should offer a zoom-in option:

  1. Put your high quality photos online, for example on
  2. Copy the URL of the image.
  3. Go to, insert the URL and click on the “Create” button
  4. Copy the embed code from
  5. Go to, or and insert a custom HTML element on the page you want to offer the image with zoom-in option.
  6. Insert the embed code in the custom HTML element and save the page.

8. Be original

If you want to play around with images and create something funny try the sites below. But don’t exaggerate. The images should still be meaningful and understandable.

Related links

How to make images accessible for everyone

It’s important not to exclude people with visual or hearing impairments from visiting your website.

Site visitors who cannot see your text and images will use an assistive technology such as a screen reader to access the content.

How to describe images

Every image offers an alternate text alt=” ” which you can use to describe the content and functionality of the image in a few words. Google also uses the alternate text to catalogue the image.

Try to make your images comprehensible. Don’t describe every detail of the image but describe the meaning of the image within the context of the page.

  • Describe the function of buttons and icons.
  • Describe the content of logos, banners and images.
  • Label navigation graphics with the names of the site sections.

Related links