Optima HR provides fractional human resources — the arrangement where a company too small for an HR department rents one a few days a month. It is a service sold almost entirely on the credibility of the person delivering it, and the brief reflected that: the client arrived with a clear and unusually disciplined idea of what she wanted, which was for the design to get out of the writing’s way.
What that meant in practice was restraint. A warm, plain layout with very little in it, each service given its own page, with a consult request form sitting on it rather than parked on a contact page three clicks later. Testimonials were built in but deliberately held back at launch, because a new practice with two reviews looks worse with a testimonials section than without one — the structure went in ready, and stayed hidden until there was enough to show.
