would love a general chat to exchange ideas, ask for game analysis, I spend a lot of time on lichess, wouldn't hurt to keep another tab open at a general chat. Maybe moderation could be automatic (ban some words, don't accept any kind of links, etc).
I remember playing on one local site which had general chat as the biggest space covering the window and it was where all the action took place. You could easily talk in private chat with someone or create channels, in similar fashion like mIRC was.
I think such sites need 2 things to succeed - chatting and playing chess.