If you know how to play with your computer and got editing skills, creating a convincing website with fake details is a piece of cake. Doing further research always is a must if you are planning to invest to an ICO. When determining a shit coin, their website presentation and activeness on their social media accounts to promote the project is enough for me to know if they are worthy to invest with or another trash to crypto world.
In your topic they're talking more about scams, not shitcoins. Shitcoin might be a legit project with real developers and a real community. Everyone has different understanding of the term, loads of people call Ripple shit because of their lack of decentralization, others because it's not a cryptocurrency in a traditional sense. And why people are still using the "shitcoin" term, it's more like "shitokens" now.
Shitcoins ≠ scamcoins