Qualification without friction
Four questions, one screen, no progress bar. Long applications belong in the high-ticket funnel; a free consultation needs just enough information to route the booking and warm the call.
Answers write to contact fields, so the reminder messages can reference what the person actually asked for. "See you Thursday about the roof replacement" outperforms "See you Thursday" by a distance.
The reminder ladder and the reschedule link
Two reminders — 24 hours and 1 hour — each carrying a reschedule link rather than a cancellation. A reschedule is a saved appointment; a cancellation is a lost one, and the difference is entirely in which link you put in the message.
Recovery is where the money is
Three touches over five days after a no-show, ending with a single SMS that offers two specific times rather than a link. Roughly a quarter of no-shows come back, which on most books is worth more than a whole month of extra traffic.