Is using MetaMask plugin the only way to transfer Tokens via our ICO website?
Of course not, if you don't want to run the node client you can use some other 3rd party APIs such as
http://www.myetherapi.com/,
https://infura.io/ (which is the one metamask is using already),
https://etherscan.io/apisCan even create the transaction on your own and then use tools that will enable you to push your transaction on the ethereum blockchain, which mostly these APIs listed above have the ability to do.