You can not do this with a Validation rule,
BUT you can do this with a Lookup Filter.
To set this up on a lookup filter you would need to have corresponding type fields on both objects; the source object and the lookup(site) object.
See my example below using the Contact object (the source) and my custom object Check (Site for you), where the contact type is set to "XYZ" the lookup only allows the selection of Check(Sites) where the site type is also "XYZ".
The filter criteria says, "Only allow the lookup selection of Checks (sites) where the Type field value on the Check(site) object is equal to the Type field value on the Contact object."
The lookup filter is configured on the source object lookup field (the site__c field).