I agree it's a nice website, but being able to create a nice website isn't the same as being able to sell books. What I'd like to see is some evidence that they can
a) attract authors I'd be proud to be associated with
and
b) create books that I'd be happy to have on my shelves
and
c) sell books to readers
-- which is why I prefer a start-up press to open up shop to the public after they have already signed some established authors, created and released their first books, and demonstrated that they have in place the distribution, marketing, etc that are needed to sell books to readers.
My rationale is that if the owners/staff don't have the industry experience and contacts and distribution and marketing team to woo a few established authors to sign with them and be the headliners for the press's launch party, that press is probably not going to make it. I'm not interested in presses that I predict will have a half-life of less than 2 years.