When choosing a host you may want to look into the following:
- if you clearly understand the specifications and payment terms
- if you're looking for something slightly more complex - don't hesitate to check with sales support regarding the project / setup that you plan
- make sure that the content and business model you run is fully legally compatible with where the host operates and with their TOS
- check how easy would it be to terminate the contract if you wouldn't be satisfied
- check how easy would it be to upgrade if you need to scale
In general, look for hosts that own their own infrastructure, and have the means to upgrade your setup (should you need CDN, cloud etc.) without having to migrate, or add external services.
I'd suggest also to stay away from promotional pricing with long term, auto-renewing contracts, and a lot of small print (which is very common).
And the human part (support and sales alike) is what eventually makes the difference.