The deposit is the qualification
A $25–$50 deposit credited against the treatment removes almost all of the tyre-kickers without removing real buyers. Roughly half of bookings pay it when it is presented as credit rather than as a fee.
Aftercare is marketing
The aftercare sequence exists for clinical reasons and works as retention. It also carries the rebooking prompt at exactly the right point in the treatment cycle, which is why the rebook rate on this funnel is the highest in the local category.
Non-payers are not lost
Visitors who reach checkout and do not pay get a speed-to-lead SMS offering to hold the slot manually. That single message recovers a meaningful share of bookings that a pure self-serve funnel would drop.