Internet users are very autonomous and self-directed people. With this in mind, you will have to echo those character traits and use the right tone of voice to fit with them. You should also be very careful and really watch your mouth while talking with them, since they are just one click away to your competitors.
There is no correct tone of voice and approach towards interacting with website visitors. There are millions of them, and each of them is right for a certain type of website and business. What you can have in mind in all the cases is:
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