Unfortunately, it can be easy for people to make a scam site look real. Read the whitepaper, check LinkedIn or other sites to verify that the owners and dev team are legitimate, verify information matches other information on the internet. Simple internet searches can go a long way in verifying the legitimacy of a company and the team involved.
Additionally, check where they are located and answers to FAQs if provided by the company. They should be striving to be as transparent as possible.