Reviews are really important!
The first thing I look at when I want to make a purchase online is the reviews from either the product or the online store. The same goes if I'm looking for a service. Make sure you are asking your clients to give you a review, whether it's on Google plus, Trip Advisor, Youtube, or if it's wedding related, ask them for a review on Wedding Wire! You'll get more business if you do.
And by the way, if you have one review that is most unpleasant, but have a slew of other good reviews, it will only look like ALL your reviews are legitimate. You can't please everyone. I always give the benefit of the doubt if there are a few reviews that are bad out of many that are great!
It's a really good idea to comment to the bad reviews as well. You will only make yourself look better if you are trying to rectify the situation. People need to see your side of the story. They may even side with you, if you explain!
Here's an example of a great way to embed reviews on your website (from Elope in Banff)