Is making keywords for your website still worth the effort?

yes, but "making" keywords isn't really the job, finding the ones people already type is. look at what search console says you already get impressions for, then look at what competitors rank for, and map one main keyword to each page so two pages aren't fighting over the same one. if nobody did this on the site, the quickest win is usually the mapping. half the time pages exist but are aimed at nothing in particular.