The words in the tag should be more than a description. They should provide a text equivalent of the image. In other words, the tag should include the same meaningful information that other users obtain by looking at the image. In the example of the mayor’s picture, adding an “alt” tag with the words “Photograph of Mayor Jane Smith” provides a meaningful description.
If your hotel used responsive web design when creating your online marketing strategies, you’re already meeting many of the ADA compliant regulations for hotel websites. You will still need to make some changes, but you definitely have a head start. Making the changes now, before your business is the target of a lawsuit or government action, makes good business sense.   
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A professional web designer creates the look and feel of your website, collaborating with you to choose colors, creating logos and other branding materials, establishing page layouts, and creating sample pages. An important part of web design is making sure the site is functional, meets your goals, and is easy for users to navigate. When you’re looking to hire a web designer, start by reviewing the person’s portfolio. Look for samples of work that match what you envision for your website, including experience building the types of pages or features you want. Make sure the web designer is familiar with your industry and understands both industry trends and web design trends — an old-fashioned or out-of-touch site will turn customers away rather than intrigue them.
The text in the ADA did not originally mention websites since this technology was not widely used in 1990. But now that most businesses have a website, they need to make sure it’s accessible to everyone. Since we’re past the ruling date, all updated pages on your website are required to be at least grade A complaint, with grade AAA being the highest.
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For discussion’s sake – while I don’t know the specific nature of your videos, my guess is that they might be demonstrating various techniques or other content in which simply hearing the audio of the video wouldn’t deliver the full context of the content. If making that content accessible is something you’d want to do, you’d likely want to start with a written description of what takes place in the video. Beyond that, high contrast vector images or diagrams showcasing specific parts of the technique would certainly help.
Because they only read text, screen readers and refreshable Braille displays cannot interpret photographs, charts, color-coded information, or other graphic elements on a webpage. For this reason, a photograph of a mayor on a city’s website is inaccessible to people who use these assistive technologies, and a blind person visiting the website would be unable to tell if the image is a photo, a logo, a map, a chart, artwork, a link to another page, or even a blank page.

The Department of Justice (DOJ) has specifically stated in rulings that websites should be designed so they are accessible to individuals who have vision, hearing, and physical disabilities. There’s a growing body of case law where the DOJ required companies to provide an ADA compliant website and levied hefty penalties when sites failed to measure up.
You will also see tons of ” free analysis” offers out there. The truth behind them is they don’t even offer the service themselves. With all the hype of ADA compliance and websites, there are tons of people trying to take advantage of businesses that don’t know any better. Here at GrowIT media, we have trained staff who have brought federal websites up to code and understand how to do it properly.
Any business that is considered a “place of public accommodation” is required to provide equal access to services under the nondiscrimination requirements of Title III of ADA. When you look at the guidelines closely, this includes hotels, entertainment venues, legal and accounting firms, retail stores, and virtually every business that is not a private club, including businesses that exist solely on the web.
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