From my understanding it would be equity. I'm not sure what the valuation would be. I do know between the 4 partners, they've invested a little over 100K.
The website is the company. I took the project from an idea to reality, so over the last year I've learned their industry inside and out.
In addition to all of the technical stuff, I have handled all marketing for the website which has resulted in visitors and revenue. I also do lots of strategy planning for ways to grow the business.
I don't see them hiring any high-level positions in the next 18 months. I suspect in the next year one of the partners will move to the CEO role and I'll move to a CTO role.