I agree that testimonials are not trustable enough.
What you have to do is directly check the site compare prices and features.Search them from directories etc.
Ask in the forums may be a good point cause people can offer something different and may share their experience about that website.

The info mentioned gives an excellent idea on how to choose a good web hosting company.
I would like to emphasise what has really worked for me;

1. I sought the trusted opinion of friends and colleagues that had an experience using the host(s).

2. Visited trusted web hosting review sites and read the reviews to gauge the reliability, the uptime, customer service, etc.

3. I visited the hosts that were being recommended and studied the features that were being offered. e.g. the cpanel, the databases supported, the scripting languages, inquired whether blogs were supported on the signed up accounts, Web space and bandwidth offered, security and backup measures etc.

4. I then tried out the support contacts including the live chat and gauged how long it took them to respond to my inquiry and how well I was treated.

This was sufficient for me to identify my ideal web host and sign up.

most of the companies are nothing mere resellers of big hosting companies . you should go with any brand who have good customer support ... there is no word like " best hosting company" . you should read terms of service and go with one who cater your needs .