Obtimize this query

Try

SELECT [C].[ID] AS [ContentID], [C].[Name], [C].[URL] AS [URL]
FROM [dbo].[Content] AS C
WHERE C.ID = COALESCE(@Var1, @Var2)

This is assuming that you're passing two parameters but use the same field to compare.

Otherwise you may find these blogs helpful:

Do you use ISNULL(...). Don't, it does not perform - short blog by Denis Gobo
Dynamic Search Conditions in T-SQL Version for SQL 2008 (SP1 CU5 and later) - long and comprehensive article by Erland Sommarskog 
Catch All Queries - short blog by Gail Shaw
Sunday T-SQL tip: How to select data with unknown parameter set Nice blog by Dmitri Korotkevitch

Option recompile

Option recompile discussion thread

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