Like Anacrusis said, make sure when you call the toll free number that an actual person is on the other end. Nothing worse than needing tech support and having to wait hours for a response when you need it immediately.
Another good thing to look for is a 30 day money back guarantee. Any webhost that is worth doing business with will offer a non conditional 30 day refund guarantee. If they don't do this you really have to ask yourself "why?".
Also look for hosts who display their uptime stats for you to check out. Again, any host who doesn't want you to see their stats probably has something to hide.
Last, but not least, whoever you decide to go with make sure you back up your website to your PC often. This way should your host totally go under you have your data backed up which will lessen the pain of having to migrate to a new server.
Good luck in your search, I wish you the best... 
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