Researching whitepaper and website quality is first step to do before researching another indicator, but i dont agree to take review from ICO sites as one of the consideration, since many shilling and overhype as review there.
unfortunately now it will not be difficult to make a high-quality website and a high-quality whitepaper. So now the reputation in the market is probably more important. If a new team enters the market that no one knows them, but they have a "beautiful" project, I would be thoughtful.
Its not true, making high quaility wp and website needs more effort to scammed people, u would found indicator of bad projects if u research both well.
Scammers is always one step ahead no matter or how hard you do make out some research on a particular project.Even myself considered to be experienced but still i do get fooled for a project
which is totally a scam which i could say that they would really be doing their best to make it look believable and does really have potential this is why you should really do your best
to make out some in-depth research not only doing it twice but as many as you can before you do make out some decision for you to invest on.