Other things you could do would be check their site for dead links. Even an under construction page is better than no page at all. This shows the host actually cares about their image.
You could also check to see if they are registered in their state (US) to do business either as a corporation or LLC.
Send them an email to get a feel for their response time. If it takes a long time for a response or you get no response at all, stay away.
Check for any money back guarantees and SLA to get an idea of what they offer in the case of downtime.
Ask for a free trial. You drive a car before you buy it, why not hosting.
If you have their business address available, check the address on record for the domain (if available, some registrars hide that information) to find anything fishy.
Look at all of their Terms of service and Acceptable Use Policy. Get a feel of what they allow and don't allow. They may not offer or allow what you are looking for. Don't find out after you've signed up.
Don't be afraid to ask questions. If you don't ask, you won't know.
Ask about the host on forums like these. Many past and present customers hang out in places like these, and may be able to provide some info.
That's all I can think of. I hope this helps a bit.
Be warned with "unlimited plans", this is impossible to offer, yes they can keep upgrading especially for you, but, they are more likely to just make some lame excuse and terminate your account if you use loads of space.
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