Looks first and foremost. That's what's most important to me, if only pictures on AW and everywhere else were accurate, I would be a very happy man and would punt much more often. Lately, punting has been very disappointing, I have to turn back without enjoying my time with the girl I thought I was going to see. There I go, all excited to go and see what I think is a 7, or maybe with luck, an 8, only to be greeted by a 5... Sometimes even worse, someone that sometimes that truly looks like shit. I just wish girls would be more honest with their pics, they would still get clients, judging by how pathetic the men that use prostitutes are (simping for whores! would you believe it), and would save everyone a lot of time and frustration.
But other things also count of course, I think Anadin nailed it in his response.