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For shared/virtuals:
Have a website that clearly and easily lets me know how many domains I can host, exactly how many databases I can have, etc. Also, try to give extra info like which control panel you use, are things like ImageMagick already installed, etc.
Beyond that, I tend to search GFY (and other places) looking to see if a host has complaints. I don't care about some little outage a long time ago that wasn't your fault... I take greater note of any company (host, registrar, sponsor) with a track record of being unresponsive or not proactively communicating when there is a problem.
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