In scanning electron microscopy (SEM), conductive coatings are commonly applied to the surface of insulating or beam sensitive materials such as biologic specimens, polymers, ceramics, geologic specimen, and semiconductors to dissipate charge build-up or reduce structural damage resulting from interaction with the electron beam. There are a wide variety of commercially available coating materials, including metals such as gold, platinum and iridium and non-metals including carbon. But which, if any, is right for you? Here we discuss when it is appropriate to add a conductive coating to insulating or beam sensitive materials and how to pick the best coating material for your applications.