Due to the Writers Guild strike, Bill Maher can't spout any "New Rules." But I can! Mine are inspired by the many authors I still encounter who don't think about having a website, and/or don't update their site with information about their new book, until just before (or even after--sheesh!) publication date.
Having a website is not an option; it's an absolute necessity.
You must have a website domain (preferably yourname.com) registered by the time your book's catalog and jacket copy are being written.
Your book's catalog and jacket copy should include something like, "Learn more about Jane Author at her website, janeauthor.com." (Some publishers have a policy against this. I hope they wise up soon.)
Your website must be live and UP-TO-DATE by the time your publisher's catalog is printed. Why? So that journalists, book review editors, writers' conference and book festival organizers, etc., can learn more about you and your book, and find out how to contact you directly.
Update your website at least once a month. Make sure the events calendar is current: As soon as an item in the "Upcoming" section is past, move it into the "Past Events" section. Add new blurbs; quotes from reviews, interviews and news stories, with links to the full pieces. You don't have to be a techno-nerd to learn how to do this yourself; your site designer can show you how.