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JPG, PNG, WebP, AVIF, GIF, BMP, SVG and HEIC. Convert between any combination instantly. Everything happens inside your browser. Your files never leave your device.
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Supports JPG, PNG, WebP, AVIF, GIF, BMP, SVG and HEIC.
Max 25 MB per file · Up to 20 files at once · All processing stays in your browser
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Images optimised. Are slow page speeds still holding back your search rankings?
Take the Digital Landlord Score to find out where your growth is leaking →The format you choose affects file size, quality, transparency, and how your images perform in search. Here is what each format is actually for.
The universal standard for photos. Lossy compression produces small files but cannot handle transparency. Every browser and device supports it.
Lossless compression with full transparency support. Best for logos, screenshots, and images with sharp edges or text. Files are larger than JPG.
Google's web-optimised format. Typically 25 to 35 percent smaller than JPG with the same visual quality. Supports transparency and animation. The best all-around choice for website images.
The newest format with the smallest file sizes, often 50 percent smaller than JPG. Excellent for Core Web Vitals. Supported by Chrome, Firefox, and Safari 16 plus.
Limited to 256 colours but supports animation. Use only for simple animated images. For static images, PNG is always a better choice. Converting to GIF from a photo will cause visible colour loss.
Uncompressed raw pixel data. Produces very large files with no quality benefit over PNG. Do not use for websites. Only relevant for specific Windows applications or legacy software requirements.
A vector format that scales to any size without pixelation. Tiny file sizes for icons and logos. Cannot be created from raster images. This tool rasterises SVG input into a pixel-based output format.
Apple's iPhone photo format from iOS 11 onwards. Great compression but not compatible with most websites or Windows without special software. Always convert to JPG or WebP before using on the web.
| Format | Typical size | Transparency | Animation | Browser support | Best for |
|---|---|---|---|---|---|
| JPG | Small | No | No | All browsers | Photos, complex images |
| PNG | Medium | Yes | No | All browsers | Logos, screenshots, text |
| WebP | Very small | Yes | Yes | 97% of browsers | Web images |
| AVIF | Smallest | Yes | Yes | 92% of browsers | Next-gen web, LCP |
| GIF | Medium | Partial | Yes | All browsers | Simple animations |
| BMP | Very large | No | No | Windows apps | Legacy software only |
| SVG | Tiny (vector) | Yes | CSS | All browsers | Icons, logos |
| HEIC | Small | No | No | Apple only | iPhone photos (not for web) |
Most founders treat image format as a technical afterthought. Upload whatever the designer sent. Save as JPG. Move on. But the format you choose directly affects three things Google measures when deciding where your page ranks.
LCP measures how long it takes for the largest visible element on a page to load. For most pages that element is a hero image or a product photo. A hero image saved as a JPG might be 900 KB. The same image converted to WebP is typically around 600 KB. In AVIF it drops to around 400 KB. That 500 KB difference is a measurable LCP improvement that Google counts as a ranking signal.
Google has been using Core Web Vitals as a ranking factor since 2021. LCP is the most impacted by image format. A site scoring Poor on LCP due to unoptimised images is actively competing at a disadvantage in the SERP.
Converting your images to WebP or AVIF is often the single fastest technical change that moves a Core Web Vitals score from Poor to Good.
At Groew we measure how much of a business's growth comes from sources it owns versus sources it rents. Organic search is owned traffic. Every improvement to your technical SEO, including image format, compounds over time. A faster page earns more clicks, more engagement, and more links.
Paid ads stop the moment you stop paying. A faster organic page works for you every day without a bill attached.
You can convert between JPG, PNG, WebP, AVIF, GIF, BMP, SVG, and HEIC. Not every combination goes both ways. HEIC can only be converted outward to JPG, PNG, or WebP. GIF input loses animation and only the first frame is used. SVG is rasterised at its natural dimensions when converting to a pixel-based format.
Yes, indirectly. WebP files are typically 25 to 35 percent smaller than equivalent JPGs at the same visual quality. Smaller images load faster. Page speed is a confirmed Google ranking factor and a key component of Core Web Vitals. Faster pages rank better, convert better, and earn more organic traffic. Converting your main site images to WebP is one of the fastest wins available in technical SEO.
Your files never leave your device. All conversion happens inside your browser using the Canvas API. Nothing is uploaded to any server. Groew cannot see, store, or access your images at any point. This is by design. Sensitive documents, client photos, and private images can all be converted safely.
HEIC is Apple's proprietary image format used by iPhones from iOS 11 onwards. It produces smaller files than JPG but is not supported by most web browsers or Windows systems without extra software. If you upload iPhone photos directly to a website, visitors on non-Apple devices will often see broken images. Convert HEIC to JPG or WebP before using images on the web.
No. Converting a JPG to PNG does not recover quality that was already lost during the original JPG compression. PNG is lossless, so the converted file will be an exact copy of the JPG pixels stored without further compression artefacts. The file size will increase significantly but the visual quality stays exactly the same as the source JPG.
JPG, BMP, and GIF do not support transparency. When you convert a PNG or WebP with a transparent background to one of these formats, the transparent areas must be filled with a solid colour. The tool fills with white by default. Before converting, use the Background colour option to choose any fill colour you need, including the exact background colour of your web page.
AVIF is the newest image format and produces the smallest file sizes of any raster format, often 50 percent smaller than JPG at comparable quality. It is supported by Chrome, Firefox, and Safari 16 plus. If your audience is on modern browsers, AVIF is the best choice for page speed and Core Web Vitals. For broader compatibility, WebP covers over 97 percent of browsers and is the safer default.
SVG is the best format for logos whenever the source file is available because it is a vector format that scales to any size without pixelation. For raster formats, PNG is the correct choice for logos because it supports transparency and uses lossless compression. Never use JPG for logos as the compression algorithm creates visible artefacts around edges and text, especially at small sizes.
AVIF output requires Chrome 93 or later, Firefox 93 or later, or Safari 16 or later. Older versions of these browsers and Internet Explorer do not support AVIF encoding via the Canvas API. If the AVIF button appears greyed out, your browser does not support it. Switch to WebP instead, which achieves similar file size savings and works in all modern browsers.
The tool accepts GIF files as input but only processes the first frame. Animated GIF to animated WebP conversion requires a video processing library not available in the browser. If you need to preserve GIF animation, keep the original file. If you want to replace a GIF animation with a smaller file, consider converting the source video to WebP animation or MP4 using a desktop tool.