Web sites are an author's public face. When media gets a pitch for you and your book, they'll visit your web site. If it's dull, boring or dated, don't count on getting an interview.
Here are three of my clients whose web sites -- while very different -- have all been successful. Sam McLeod, Masha Hamilton, Alexander Rose.
1. Hire a designer. Just because you got an A in 8th grade art does not mean you can design a web site. One great place to get ideas to pass along to your designer is the Romance Writers of America site. They link to literally hundreds of author sites -- a treasure trove of both design inspiration and what-not-to-dos.
2. Make it lively. That means updating text and pictures.
3. Include video and audio. Media as well as folks looking for speakers want to see and hear you.
4. Offer something ..... a chapter from your upcoming book, a newsletter, giveaways.
5. Too much information can be a bad thing. When I check out an author's site before doing an interview, it makes me crazy nuts to be drowned in pages of "stuff." Information offered in tiny type also puts me in a foul mood. So edit, edit, edit.