For choosing an honest and reliable web hosting service provider, its important to check for reviews on external review sites as well as check the customer testimonials.
I'd have to disagree a bit. Most "hosting reviews" are paid in some way by the "top hosts" mainly just a way to advertise. The one or two I know that go by what people say on all the larger forums (good & bad totaled to get their "best list" leaves out those like myself who have litlle or no posts from our clients)
Then testimonials can be made up- personally I prefer references that don't mind being e-mailed by a prospective customer but some people could even "pay off" their references for glowing reviews.
Personally this is a quandry that;s hard to answer. I know I have only seen one or two posts from my customers in 10 years. They just don't surf hosting forums because they are happy--why would they?
I would say see if they back up their claims. If they offer telphone-call and ask a few questions-see if you get a person or machine. If they guarante uptime they should have a link to their monitor like Alertra or whatever on their site so you can see their average & if it meets what they clain. If they claim speed look for a speed test and see if your speed to that host relates well to a speed checking site--just comparisons of what they say to what can be proven.
Other than that there's not much you can do. I have actually thought about giving discounts or some incentives to customers who post on the forums or review sites--but thewn how honest is that? And since we host 99% business they don't care about saving a few bucks for the time it would take them to do a review somewhere (in man-hour costs)
So look for 3rd source verification of up-time & speed. Make sure if they say they have their own servers they do and are not a reseller (leaves a gray area for VPS & "cloud" servers-technically they have a virtual server(s) of their own but they aren't the same as their own leased/owned hardware.)
Look for what seems important to you and then talk to someone there about the kind of site you have and what you expect from a host and trust that "gut feeling" you get as to if they are being truthful or just telling you what you want to hear. (I would expect any host to have some type phone contact even if it's not 24/7)
Best of luck..because one person can have a great experience with a host-another one doesn't like the same host & it's hard to tell if the opinions are honest reflections.
I truly believe all you can do is go with your instincts, not the "asvertised" & "site review" stuff. That could cause you to bypass the smaller host that might value you more than the dollar host who is going for quantity and every customer doesn't count as much individually... just IMHO... :rolleyes2