You’ve heard the saying: no one is perfect. Well, no business is perfect either, and your customers know that.

That’s why aiming to earn only 5-star reviews is shortsighted. By targeting only your happiest customers, you could be missing out on a valuable resource: namely, your mostly happy customers.

They’re the people who have generally positive things to say about you but might have a few minor criticisms, or else they reserve 5-star reviews for only their very favorite businesses.

No smart business owner would ask a clearly unhappy customer to write a review. But if you write off the mostly satisfied customers and focus only on the people who might write rave reviews, you’re leaving money on the table.

You probably didn’t go into the dental profession thinking about internet fame and anonymous internet trolls, but in today’s world you have to take your online reputation as seriously as crowns and cavities.

Managing your reputation shouldn’t take a ton of your time and energy, especially once you systemize your approach to getting those all-important online reviews.

TripAdvisor has a reputation as a great source of information for travelers.

But what many business owners don’t realize is that the site isn’t just for tourists. It’s become one of the most popular review sites in the world, and locals use it to scope out eateries and attractions in their own cities.

Don’t make the mistake of discounting the importance of TripAdvisor for your business.

In the not-so-distant past, anyone looking for a good lawyer would ask a friend or family member for a recommendation.

Today, many people turn to online reviews to make decisions about who to call for legal help.

But while getting online reviews is important, it can be a sticky proposition for lawyers dealing with complicated cases.

The best way to build your reputation in a totally ethical manner? Be proactive, be sensitive and systemize your approach.

Why do you need online reviews?

To give your business credibility? To make your business look popular with local consumers? To convince your customers that they’re making the right choice in supporting you? To get the attention of local tastemakers like bloggers, journalists, and elite Yelpers?

Yes, online reviews can be useful for all of those reasons. But getting people to write positively about your business is really important if you’re trying to achieve one crucial goal: attracting new business.

Reviews affect how you’re ranked online, and those rankings have a huge effect on your bottom line.