There are lots of messages on sites and pages, but what makes a site truly engaging? The simple answer: Quality user-centered design. Effective digital design is determined by the user and his/her needs and expectations. The leap to user-centered design, involves four vital elements: 1) Who cares: Know your user, 2) Anything is possible, not everything is recommended: Understand the limitations of the web, 3) Build from a solid foundation: Use proven design principles (fonts, images, white space, consistent content), 4) Look ahead: Be prepared for change.