Field Observation 004 — 30-Room London Hotel Audit Findings
All six campaign images were published without ALT text.
Source: audit evidence table — ALT text: 0 of 6.
Evidence
| Metric | Finding | Why it matters |
|---|---|---|
| ALT text | 0 of 6 | Zero descriptive ALT text across hero photography, dining content, gift voucher imagery, manager portrait, and brand header. |
| Semantic structure | Absent | No heading hierarchy. Screen readers cannot establish content relationships. |
| ARIA landmarks | Missing | No banner, main, or contentinfo regions. Navigation markers are absent. |
| Plain text version | Present | The issue is not transmission. The issue is that the visual layer has no text equivalent. |
What the audit shows
Six images carry visual meaning.
Zero contain ALT text.
ALT text is the written description attached to an image.
Hero photography, dining imagery, gift voucher creative, manager portrait, brand header all appear in the audit visually with no textual descriptive fallback.
The message exists visually.
It does not exist textually.
Without ALT text, screen readers read nothing.
Delivery succeeds.
Communication fails.
Your email arrived.
Your message did not.
How many bookings have you lost already?