Small Business Website Accessibility Audit: Alt Text Checklist & Guide 2025

Small business owner conducting a website accessibility audit using systematic checklist approach

2019: 2,256 ADA web lawsuits
2020: 3,550 lawsuits (57% increase)
2021: 4,195 lawsuits (18% increase)
2022: 4,744 lawsuits (13% increase)
2023: 5,928 lawsuits (25% increase)
2024: 6,500+ projected

Small Business Targets:
– Retail: 31% of lawsuits
– Food Service: 28%
– Healthcare: 19%
– Professional Services: 14%
– Other: 8%

Legal Settlement: $15,000 – $50,000
Attorney Fees: $5,000 – $25,000
Remediation: $3,000 – $15,000
Ongoing Monitoring: $2,000 – $5,000/year
—————————————–
Total First Year: $25,000 – $95,000

Initial Audit: $0 (DIY with this guide)
QuickAltText Tool: $9.99 – $49.99/month
Staff Training: 2-4 hours
Implementation: 10-20 hours
Ongoing Maintenance: 2-3 hours/month
—————————————–
Total First Year: $500 – $2,000

Audit Folder Structure:
├── Screenshots/
│ ├── Homepage/
│ ├── Product-Pages/
│ └── Blog-Posts/
├── Reports/
│ ├── Initial-Audit-[Date].xlsx
│ ├── Issues-Tracking.xlsx
│ └── Progress-Reports/
├── Documentation/
│ ├── Alt-Text-Guidelines.doc
│ └── Team-Training-Materials/
└── Tools/
└── Bookmarklets-Scripts/

Phase 1 (Week 1-2): Critical Pages

• Homepage
• Main product/service pages
• Contact page
• About Us

Phase 2 (Week 3-4): Revenue Pages

• Shopping cart/checkout
• Pricing pages
• Appointment booking
• Lead generation forms

Phase 3 (Week 5-6): Content Pages

• Blog posts (top 20%)
• Resources/downloads
• FAQ/Help sections
• Terms/Privacy pages

Phase 4 (Ongoing): Maintenance

• New content procedures
• Monthly spot checks
• Quarterly full audits
• Annual compliance review

Systematic checklist approach ensures comprehensive accessibility audit coverage

□ IDENTIFY – Image Type Classification

• □ Informative (conveys content)
• □ Decorative (visual design only)
• □ Functional (button/link)
• □ Complex (chart/diagram)
• □ Text image (text in image)
• □ Group (related images)

□ VERIFY – Current State Check

• □ Has alt attribute?
• □ Alt text present?
• □ Alt text meaningful?
• □ Alt text unique?
• □ Under 125 characters?
• □ No “image of” prefix?

□ CONTEXT – Surrounding Content

• □ Not redundant with text?
• □ Adds value to page?
• □ Appropriate for location?
• □ Matches user intent?
• □ SEO keywords natural?
• □ Brand voice consistent?

□ QUALITY – Description Standards

• □ Describes visual content?
• □ Includes key details?
• □ Action-oriented if button?
• □ Explains data if chart?
• □ Identifies people if relevant?
• □ Notes text in images?

□ TECHNICAL – Implementation

• □ HTML properly formatted?
• □ Special characters escaped?
• □ No broken encoding?
• □ Loads on slow connection?
• □ Mobile responsive?
• □ CMS field populated?

□ COMPLIANCE – Standards Met

• □ WCAG 2.2 Level A?
• □ WCAG 2.2 Level AA?
• □ Industry guidelines?
• □ Platform requirements?
• □ Legal standards?
• □ Best practices?

Start: Is this image essential to understanding content?
│
├─ NO → Is it purely decorative?
│ ├─ YES → Use empty alt=””
│ └─ NO → Does it enhance UX?
│ ├─ YES → Brief description
│ └─ NO → Consider removing
│
└─ YES → What type of content?
├─ Simple object/scene → Concise description (50-80 chars)
├─ Data/chart → Summary + link to data table
├─ Text in image → Include all text in alt
├─ Functional → Describe action, not appearance
└─ Complex → Brief alt + long description

🟢 Excellent (90-100%)

• All images have appropriate alt text
• Descriptions are meaningful and unique
• Technical implementation correct
• Ready for screen readers

🟡 Good (70-89%)

• Most images have alt text
• Some descriptions need improvement
• Minor technical issues
• Generally accessible

🟠 Needs Work (50-69%)

• Many images missing alt text
• Generic or poor descriptions
• Multiple technical problems
• Accessibility barriers present

🔴 Critical (Below 50%)

• Majority lack alt text
• Site largely inaccessible
• High legal risk
• Immediate action required

Business: Online clothing boutique
Images: 847 product photos
Challenge: One-person operation, no tech team

Before QuickAltText:

• 0% alt text coverage
• No image search traffic
• Received ADA warning letter
• Estimated 170 hours to fix manually

With QuickAltText:

• Day 1-3: Implemented high-priority pages (3 hours)
• Week 1: Completed all product pages (8 hours)
• Week 2: Blog and supporting pages (4 hours)
• Total time: 15 hours (91% time saved)

Results:

• 100% alt text coverage achieved
• 156% increase in organic traffic
• Passed accessibility audit
• No legal issues
• $30,000 saved in potential lawsuit costs

Free Trial (Perfect for Testing)

• 20 images to start
• Full features included
• No credit card required
• See immediate results

Pro Plan ($9.99/month)

• 50 images/day
• 1,500 images/month
• Perfect for small sites
• Less than coffee budget

Expert Plan ($19.99/month)

• 107 images/day
• 3,200 images/month
• Growing businesses
• Multiple team members

Agency Plan ($49.99/month)

• 267 images/day
• 8,000 images/month
• Multiple websites
• Priority support

<!-- Bad: Generic or missing -->
<img src="hero-banner.jpg" alt="Welcome image">
<img src="slider-2.jpg" alt="">

<!-- Good: Specific and valuable -->
<img src="hero-banner.jpg" alt="Smith's Hardware Store front on Main Street, family-owned since 1952">
<img src="team-photo.jpg" alt="Smith's Hardware team of 8 employees smiling in front of tool display">

<!-- For main logo -->
<img src="logo.png" alt="Smith's Hardware - Your Local Tool Experts">

<!-- For repeated logos (footer, etc.) -->
<img src="logo.png" alt="">

<!-- Functional images -->
<img src="phone-icon.png" alt="Call us at 555-0123">
<img src="email-icon.png" alt="Email for quote">
<img src="shop-now.png" alt="Shop our weekly deals">

Primary Image: [Product] – [Key Features] – [Unique Identifiers]
“Craftsman 20V cordless drill with LED light and two batteries”

Angle Shots: [Product] [View] showing [Detail]
“Craftsman drill side view showing ergonomic grip design”

In-Use Images: [Product] being used for [Purpose]
“Craftsman drill creating pilot holes in oak cabinet door”

Size/Scale Images: [Product] with [Reference] for scale
“Craftsman drill next to standard coffee mug showing compact size”

Service Overview: [Service Type] – [Key Benefit]
“Professional plumbing repair service fixing kitchen sink”

Process Images: [Step] of [Service] process
“Plumber inspecting pipes with diagnostic camera”

Results Images: [Outcome] from [Service]
“Newly installed modern kitchen faucet with pull-down sprayer”

Team Images: [Name], [Title] performing [Service]
“John Smith, Master Plumber, installing water heater”

<!-- Individual photos -->
<img src="john-smith.jpg" alt="John Smith, Owner and Master Electrician, 30 years experience">

<!-- Group photos -->
<img src="team-meeting.jpg" alt="Weekly team meeting with 6 staff members reviewing project plans">

<!-- Action shots -->
<img src="jane-helping-customer.jpg" alt="Jane Martinez, Sales Manager, demonstrating power tools to customer">

Featured Image: [Topic] – [Key Concept]
“5 spring lawn care tips illustrated with healthy green lawn”

Instructional Images: Step [X] – [Action]
“Step 3 – Applying fertilizer evenly with broadcast spreader”

Before/After: [Subject] before/after [Treatment]
“Wooden deck before and after power washing treatment”

Infographics: [Type] showing [Data/Process]
“Flowchart showing 7 steps of bathroom renovation process”

<!-- Color variants -->
<img alt="Classic polo shirt in navy blue, 100% cotton, relaxed fit">
<img alt="Classic polo shirt in forest green, 100% cotton, relaxed fit">
<img alt="Classic polo shirt in burgundy, 100% cotton, relaxed fit">

<!-- Size/configuration variants -->
<img alt="Storage cabinet 3-shelf model, 36 inches tall, white laminate">
<img alt="Storage cabinet 5-shelf model, 72 inches tall, white laminate">

<!-- Time-sensitive content -->
<img alt="Labor Day Sale - 25% off all power tools, September 1-5">
<img alt="Flash Friday deal - Buy 2 get 1 free on all paint, today only">

Project Images: [Type] project – [Location/Client] – [Key Feature]
“Kitchen remodel in Oak Park featuring custom maple cabinets”

Before/After: [Location] [Feature] transformation
“Master bathroom shower upgrade from basic to luxury rain system”

Testimonial Images: [Client Name] from [Location] – [Service Received]
“Sarah Johnson from Riverside – happy with new roof installation”

<!-- Credentials -->
<img alt="Better Business Bureau A+ rating certification 2024">
<img alt="Licensed and insured contractor badge - License #123456">
<img alt="Best of City Award 2023 winner plaque">

Include Local Identifiers:

• Neighborhood: “Riverside district”
• Landmarks: “next to City Park”
• Streets: “on Main Street”
• Region: “serving Chicago suburbs”

Examples:

• “Smith’s Bakery storefront on Main Street downtown Portland”
• “Delivery van servicing north Chicago suburbs”
• “Team outside Riverside location next to City Park”

WAVE (WebAIM)

• Visual indicators on page
• Detailed error explanations
• Alt text specific reports
• Export functionality

axe DevTools

• Technical implementation check
• WCAG compliance mapping
• Severity rankings
• Code-level fixes

Accessibility Insights

• Microsoft’s free tool
• Guided assessment
• Automated checks
• Manual test guidance

// Quick alt text checker for Chrome Console
function checkAltText() {
    const images = document.querySelectorAll('img');
    let report = {
        total: images.length,
        missing: 0,
        empty: 0,
        tooLong: 0,
        goodExamples: [],
        issues: []
    };
    
    images.forEach((img, index) => {
        const alt = img.getAttribute('alt');
        const src = img.src.split('/').pop();
        
        if (alt === null) {
            report.missing++;
            report.issues.push(`Missing alt attribute: ${src}`);
        } else if (alt === '') {
            report.empty++;
            // This might be correct for decorative images
        } else if (alt.length > 125) {
            report.tooLong++;
            report.issues.push(`Too long (${alt.length} chars): ${src}`);
        } else if (alt.length > 10 && alt.length <= 125) {
            report.goodExamples.push(`Good: "${alt}" for ${src}`);
        }
    });
    
    console.log('=== Alt Text Audit Report ===');
    console.log(`Total Images: ${report.total}`);
    console.log(`Missing Alt: ${report.missing}`);
    console.log(`Empty Alt: ${report.empty}`);
    console.log(`Too Long: ${report.tooLong}`);
    console.log('\nIssues to Fix:');
    report.issues.forEach(issue => console.log(`- ${issue}`));
    console.log('\nGood Examples:');
    report.goodExamples.slice(0, 3).forEach(ex => console.log(`- ${ex}`));
    
    return report;
}

// Run the audit
checkAltText();

1. Enable Screen Reader

• Windows: NVDA (free)
• Mac: VoiceOver (built-in)
• Mobile: TalkBack/VoiceOver

2. Navigate Your Site

• □ Can you understand images from descriptions?
• □ Do buttons/links make sense?
• □ Is the flow logical?
• □ Any confusing descriptions?

3. Document Issues

• Page URL
• Image location
• Current alt text
• Suggested improvement
• Priority level

Accessibility Statement for [Your Business Name]

Last updated: [Date]

Our Commitment

[Your Business Name] is committed to ensuring digital accessibility for people with disabilities. We are continually improving the user experience for everyone and applying the relevant accessibility standards.

Measures to Support Accessibility

[Your Business Name] takes the following measures to ensure accessibility:

• Include accessibility throughout our internal policies
• Provide continual accessibility training for our staff
• Assign clear accessibility targets and responsibilities
• Include people with disabilities in our user testing

Conformance Status

The Web Content Accessibility Guidelines (WCAG) defines requirements for designers and developers to improve accessibility for people with disabilities. It defines three levels of conformance: Level A, Level AA, and Level AAA. [Your Business Name] is partially conformant with WCAG 2.2 Level AA. Partially conformant means that some parts of the content do not fully conform to the accessibility standard.

Feedback

We welcome your feedback on the accessibility of [Website Name]. Please let us know if you encounter accessibility barriers:

• Phone: [Phone Number]
• E-mail: [Email Address]
• Visitor address: [Address]
• We try to respond to feedback within [2 business days].

Technical Specifications

Accessibility of [Website Name] relies on the following technologies to work with the particular combination of web browser and any assistive technologies or plugins installed on your computer:

• HTML
• CSS
• JavaScript

These technologies are relied upon for conformance with the accessibility standards used.

Assessment Approach

[Your Business Name] assessed the accessibility of [Website Name] by the following approaches:

• Self-evaluation
• External evaluation by [Company/Consultant Name]

Date

This statement was created on [Date] using the W3C Accessibility Statement Generator Tool.

Week 1-2: Foundation

• □ Create accessibility policy
• □ Add policy link to footer
• □ Train team on basics
• □ Install QuickAltText

Week 3-4: Critical Pages

• □ Audit homepage
• □ Fix product/service pages
• □ Update contact forms
• □ Test with screen reader

Week 5-6: Content & Blog

• □ Audit blog images
• □ Update featured images
• □ Fix resource downloads
• □ Create alt text guide

Week 7-8: Ongoing Process

• □ Document workflow
• □ Schedule monthly audits
• □ Set up monitoring
• □ Plan quarterly reviews

Professional workspace setup for conducting website accessibility audits

Before Publishing Any Page:

• □ All images have alt text
• □ QuickAltText used for generation
• □ Descriptions reviewed for accuracy
• □ Tested with screen reader
• □ Mobile view checked
• □ Load time acceptable

First Monday: Homepage Audit

• Review all images
• Update seasonal content
• Check new additions
• Test critical paths

Second Monday: Product/Service Review

• New products properly tagged
• Discontinued items removed
• Descriptions current
• Categories accessible

Third Monday: Blog/Content Check

• Recent posts compliant
• Featured images described
• Infographics accessible
• Social media images tagged

Fourth Monday: Technical Review

• Run automated scans
• Check for broken images
• Review error logs
• Update documentation

=== ALT TEXT QUICK GUIDE ===

✅ DO:

• Describe what you see
• Include important text
• Be specific but concise
• Use 125 characters or less
• Include brand/location info

❌ DON’T:

• Start with “Image of”
• Use filename as alt text
• Leave empty (unless decorative)
• Repeat surrounding text
• Keyword stuff

EXAMPLES:

• Product: “Red leather handbag with gold hardware and crossbody strap”
• Team: “Jane Smith, Sales Manager, helping customer at checkout”
• Food: “Pepperoni pizza with extra cheese on wooden serving board”
• Service: “Plumber fixing kitchen sink drain with pipe wrench”

Accessibility Scorecard – [Month/Year]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Total Images: [XXX]
With Alt Text: [XXX] ([XX]%)
Improvement from Last Month: [+X%]

By Section:
– Homepage: [XX]% complete
– Products: [XX]% complete
– Blog: [XX]% complete
– Other: [XX]% complete

Issues Fixed: [XX]
New Issues: [XX]
Net Progress: [+/-XX]

Tools Used:
– QuickAltText: [XXX] images
– Manual: [XX] images

Time Invested: [XX] hours
Estimated Time Saved: [XX] hours
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Ready to make your small business website accessible?

Start with QuickAltText Chrome Extension and transform your compliance journey from overwhelming to achievable. Your future customers—and your future self—will thank you.

Get QuickAltText Now