A fine question, and one we haven't had before. I hope some other readers will comment as well, but I'll try to start the ball rolling.
It would usually be a significant boundary violation for a psychologist or other therapist/counselor to go into a business or social venture with a patient/client. However, I am reluctant to offer a blanket criticism one way or the other, since the information is third- (or fourth-) hand and may not be complete, or completely accurate.
For example, a website designed for some supportive or therapeutic purpose could be an exception under some circumstances. Or it may be a website created by a therapist on which patients or former patients may post things simply as members of the public. Going into "business" with a patient or former patient, particularly when the activity is significantly associated with the therapist's interests rather than the patient's, is pretty broadly prohibited by all the U.S. professional organization ethics guidelines.
Properly handled, this situation might be an exception if it offers some sort of supported or sheltered work (similar to that often offered to developmentally disabled persons) or a patient-oriented support activity (as with a therapeutic community social club). Getting patients/clients involved in such things (including involved in organizing and running them) can be very helpful and appropriate. One should probably be certain that the plan and activity are fairly public, perhaps having other clinicians participate or help oversee the activity (in part to help avoid criticisms and misunderstandings about boundary issues).
The fact that the website is separate from the clinician's practice doesn't seem to me to be a primary point. The main issue is what happens between the two parties (clinician and patient/client).
The Web creates a lot of apparently new ethics situations for clinicians. Some are "really" new, and should be freshly thought through. The various professional organizations are actively working with many of those. Other situations on the Web seem new but are actually just new versions of old issues.
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