“Online reputation management,” like “high current income mutual fund” and “a Kardashian said,” is one of those phrases that probably makes your eyes glaze over.

No judgment; reputation management may sound dry and dull if it’s not part of your job. It’s also the kind of term that gets thrown around a lot but doesn’t mean the same thing to everyone. But in most businesses, online reputation management simply means making sure that customers are saying good things about you online.

And while some businesses use shady practices to ensure their positive online reputation, it’s actually easier (not to mention more ethical) to tackle this in a straightforward way. It’s as simple as this:

Give your customers great service, and systemize the way you handle the rest. You’re responsible for the first part. Reputation tools help you do the second.

When the bar trivia theme is “the human skeleton,” you’re the expert everyone turns to. But when it comes to online reputation management, no one expects a chiropractor to have all the answers.

It’s time to prove them all wrong. Mastering these business-building skills is shockingly easy when you use the right tools.

And considering that your reputation has the power to make or break your practice, you can’t afford to ignore it.

It should be reassuring, as more and more industries outsource work and move their processes online, to know that you’ll never be replaced by a virtual dentist.

No telemedicine service will be able to undercut your prices for root canals. No self-driving robot will make house calls to tighten braces… at least, not for another few decades.

But while so many parts of the dental field remain firmly rooted (tooth pun!) in the brick-and-mortar world, your reputation has moved. It now exists almost entirely online. If you want to shape it and make sure it’s as solid and positive a reputation as you deserve, you’re going to have to get online too.

Maybe it was Matlock who inspired you. Maybe when “A Few Good Men” came out you spent weeks daydreaming about hissing “You can’t HANDLE the truth!” across a crowded courtroom. Or maybe it was the gentle and honorable Atticus Finch who influenced your career path.

Or maybe you just liked the idea of practicing law. Whatever propelled you to become a lawyer, it probably wasn’t the vision of a perfect Yelp rating.

So we get it: online reviews probably seem completely irrelevant to your practice. They might even seem frivolous compared to the work that you do.

It doesn’t matter what you think about online reviews, though. They matter to your current clients and prospective clients, and anyone who does a cursory Google search of your name can access them.