diff --git a/crates/typst-html/src/convert.rs b/crates/typst-html/src/convert.rs
index 171b4cb7e..a767d1e88 100644
--- a/crates/typst-html/src/convert.rs
+++ b/crates/typst-html/src/convert.rs
@@ -1,3 +1,5 @@
+use crate::fragment::html_fragment;
+use crate::{attr, tag, FrameElem, HtmlElem, HtmlElement, HtmlFrame, HtmlNode};
 use typst_library::diag::{warning, SourceResult};
 use typst_library::engine::Engine;
 use typst_library::foundations::{Content, StyleChain, Target, TargetElem};
@@ -5,10 +7,10 @@ use typst_library::introspection::{SplitLocator, TagElem};
 use typst_library::layout::{Abs, Axes, BlockBody, BlockElem, BoxElem, Region, Size};
 use typst_library::model::ParElem;
 use typst_library::routines::Pair;
-use typst_library::text::{LinebreakElem, SmartQuoteElem, SpaceElem, TextElem};
-
-use crate::fragment::html_fragment;
-use crate::{attr, tag, FrameElem, HtmlElem, HtmlElement, HtmlFrame, HtmlNode};
+use typst_library::text::{
+    is_default_ignorable, LinebreakElem, SmartQuoteElem, SmartQuoter, SmartQuotes,
+    SpaceElem, TextElem,
+};
 
 /// Converts realized content into HTML nodes.
 pub fn convert_to_nodes<'a>(
@@ -16,9 +18,10 @@ pub fn convert_to_nodes<'a>(
     locator: &mut SplitLocator,
     children: impl IntoIterator<Item = Pair<'a>>,
 ) -> SourceResult<Vec<HtmlNode>> {
+    let mut quoter = SmartQuoter::new();
     let mut output = Vec::new();
     for (child, styles) in children {
-        handle(engine, child, locator, styles, &mut output)?;
+        handle(engine, child, locator, styles, &mut quoter, &mut output)?;
     }
     Ok(output)
 }
@@ -29,6 +32,7 @@ fn handle(
     child: &Content,
     locator: &mut SplitLocator,
     styles: StyleChain,
+    quoter: &mut SmartQuoter,
     output: &mut Vec<HtmlNode>,
 ) -> SourceResult<()> {
     if let Some(elem) = child.to_packed::<TagElem>() {
@@ -95,10 +99,20 @@ fn handle(
     } else if let Some(elem) = child.to_packed::<LinebreakElem>() {
         output.push(HtmlElement::new(tag::br).spanned(elem.span()).into());
     } else if let Some(elem) = child.to_packed::<SmartQuoteElem>() {
-        output.push(HtmlNode::text(
-            if elem.double.get(styles) { '"' } else { '\'' },
-            child.span(),
-        ));
+        let double = elem.double.get(styles);
+        if elem.enabled.get(styles) {
+            let before = last_char(output);
+            let quotes = SmartQuotes::get(
+                elem.quotes.get_ref(styles),
+                styles.get(TextElem::lang),
+                styles.get(TextElem::region),
+                elem.alternative.get(styles),
+            );
+            let quote = quoter.quote(before, &quotes, double);
+            output.push(HtmlNode::text(quote, child.span()));
+        } else {
+            output.push(HtmlNode::text(if double { '"' } else { '\'' }, child.span()));
+        }
     } else if let Some(elem) = child.to_packed::<FrameElem>() {
         let locator = locator.next(&elem.span());
         let style = TargetElem::target.set(Target::Paged).wrap();
@@ -123,6 +137,20 @@ fn handle(
     Ok(())
 }
 
+/// Returns the last non-default ignorable character from the passed nodes.
+fn last_char(nodes: &[HtmlNode]) -> Option<char> {
+    for node in nodes.iter().rev() {
+        if let Some(c) = match node {
+            HtmlNode::Text(s, _) => s.chars().rev().find(|&c| !is_default_ignorable(c)),
+            HtmlNode::Element(e) => last_char(&e.children),
+            _ => None,
+        } {
+            return Some(c);
+        }
+    }
+    None
+}
+
 /// Checks whether the given element is an inline-level HTML element.
 pub fn is_inline(elem: &Content) -> bool {
     elem.to_packed::<HtmlElem>()