The website is okay. I think he needs to focus a little more on his website layout and navigation. I know he's trying to offer a product, but having a "splash" page describing the site, the product, etc. I think would be better than a direct link to the products page. It seems he's new to website creation just based off of the look and feel of it. And if he's not a website designer or have a fair amount of experience tell him to switch to something like wordpress or weebly or wix. The reason I say this is because it helps make the website look professional vs. a kid selling shirts in the backyard. Last but not least he should offer a gimmick (i.e. group buy, discounts for forwarding to friends, etc.)
Just my .02