A curly apostrophe is the single most common reason a JavaScript trigger stops working, and straight quotes look wrong in copy a learner reads. Convert either way in one step, including em dashes, en dashes and ellipses.
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Converts quotes, apostrophes, dashes and ellipses in either direction. Straighten them for anything that will be read by code. Curl them for anything that will be read by a person.
A curly apostrophe inside a JavaScript trigger ends the string early and the trigger stops working, usually with an error that says nothing about quotes. That is the single most common cause of a broken trigger, and straightening is the fix. But straight quotes in body copy look like a typewriter, and for text a learner reads the curly ones are correct. Neither direction is right in general, only right for a destination.
The em dash is offered for replacement because it has become a widely recognized signal that a piece of text was machine-written. Whether that is fair is beside the point: if your audience reads it that way, it costs you credibility. A comma, a colon, a full stop or a pair of brackets almost always reads better anyway.
Curling is done by rule, not by understanding. It decides an apostrophe inside a word is a right single quote, and that a quote after a space opens rather than closes. That is right nearly all of the time and wrong on the odd construction, so check anything unusual before it goes to print.