I look for customer service - a lot of hosting companies offer cheap deals with lots of resources but you definitely want good cusotmer support.
Customer service, customer service, customer service - Most hosts can offer massive bandwith and storage knowing that most customers will never use their allotted amount. Price is a factor but as soon as you have a significant unresolved customer service issue any savings you have gotten is worthless vs the time and aggrevation you have in trying to get your problem fixed. The hard part, of course, is getting real feedback about the quality of a hosts customer service when there are so many paid hosting review sites out there.
Major review sites are even corrupt. Our customers usually spread the word to friends and family who join normally. However, if they are with a hosting company already they won't switch! That's our problem. Thanks for the feedback guys! Appreciate it.
price is important as to what I get for it, customer suport is extremly important, user interface and the ease with whichc I can do things on my own without needing to use the excellent customer support are very very important to me.