Purpose, Audience, and Tone are very important aspects of websites. They each go hand-in-hand. Your purpose will have an affect on the audience interested in your work, your tone will narrow this audience even more. Website designers should try to express their opinions and beliefs but not in an offensive way, try to keep your website neutral enough so that audiences with opposing ideas will still want to see things from your perspective. Use your own voice! Don't try to sound like someone else, it will backfire! People want to be able to relate, they want to feel like the author is talking to them not at them.