I think that lightning wallets themselves could solve this problem so you're not tied to a centralised platform if you don't want to like wallets like alby can pick up your LN address if you;re blogging on medium, while you can add a specific meta tag to your website for the wallet to pick up too so the wallet gives a tipping prompt

We have it added to our site,

Additionally I can see things like publisher streaming like v4v for podcasts which can be added to a website or an RSS feed reader making it easy to pay via consumption/scroll depth of content or a preset value based on the users willingness to pay