For your readers it means:
Simple, Easy to read and use.
For author websites, it's all about the written content. I believe the focus of the design should be on the content first - no tricky stuff, just good clean design.
Dedicated pages for author visits
Where teachers and librarians can learn a little about you and make a booking directly through your website, your booking agent or publisher.
Loading time is a big factor in page abandonment. Nowadays people are visiting more sites per day that ever before, but amount of time hasn't changed.