Website is excellent, I agree, but today you need so much more than a website to succeed.Most important aspect will be adoption, getting merchants to use your tokens everywhere!!!
They got the merchants, if there's one unique thing the team is lacking, it probably be a good communication skills. They don't have it!
They need to hire a professional that is good in communication, even when there's no news to share, he/she should be able to keep the community busy with latest gists