It gives the example about a Pastor how wishes to leave for personal reasons, but states that God is leading him elsewhere to avoid discussing the issues. But how does this apply to websites?
If you have a blog (or church website), then as a Christian, you are putting your message out there, but if it is not transparent or you are not completely honest when you claim you are, readers will quickly pick this up.
Obviously having confessions or such like on the home page (or any page) is not appropriate, but it makes the more general point about hiding behind God-talk. This type of language or way of speaking can be very much like a barrier for Christians, let alone non-Christians, so try to avoid too much God-speak on the website and speak in terms everyone can understand.