Hydrogen binds weakly to the adsorption sites of the storage material by physisorption ( in specific van der Waals forces). To improve the storage capacity of the hydrogen in the adsorbent system either you need to have more adsorption sites or strong binding sites. I guess the second point meant that optimal hydrogen storage material must be designed according to that. The whole answer is applicable only for adsorbent storage systems.
okay, what i could understand by adsorption is that heat is released during the process, and materials which has high heat of adsorption will have better bonds with H.