Hah, a topic I've been giving a lot of thought to myself as I've spent a lot of the last few months looking for new regulars and having a damn tough time of it, especially with the determination of a lot of girls to price themselves out of my budget. I have been using Adultwork as my main site to find potential punts in London but then running them through the UKP reputation check (after some fairly recent bad experiences) as my SOP.
Choice is why I use AW (unfortunately, much of it is just pure dross) but that is also a double-edged sword, in that it can be quite hard to pick out quality SPs a lot of the time; when you search too loosely and get 21 pages of EE results back, you sort of have to admit to yourself that as much as you like looking at tits, picking something out of that much material is just a crapshoot. Plus of course, I personally like a bit of variety in my punts, both in looks department, but also in type of experience offered, which means more frequent searches.
I used to try and get around this by using RBs, but they have been universally useless to me for the past two years and I've finally given up pouring money down a drain. They definitely taught me that there's no correlation between price set and service received received though. Anyway, usually now, when I'm logged into AW I've got a tight list of things I specially look for, so I can quickly pick out a handful of profiles to run by UKP's reputation checker.
Likes:Shots of naked or near-naked women, especially ones where they're in the shower or having sex of some sort. Any profile with a sexy naked woman on the front of it and a public (not private) gallery is usually a good sign IMO. Face pictures are important, but you can make it up with lots of nudity if not.
A green verified badge next to the profile
One single clear location where incall is offered at. Like many punters, I value anonymity and recoil at the thought of booking a girl to out-calls where I live

(and why add to the expense of a visit with booking your own hotel room, when you can just go visit an escort doing incalls in one?). But at the other extreme, if there's half a dozen incall locations listed, I just know the profile is a front for a brothel or three, and there's no chance the girl advertised on the profile will be the one you meet when you get there, wherever there is; it's never the places advertised on the profile, that's for sure: "No ba-be, today you must a go to Croydon!" etc etc.
A controversial one, but I like really trampy tattoos on a girl sometimes (not to the point where she's totally inked up, but you'll always win points with me for a nice bit of ink instead of a bush for example - though those have their time too).
A clear sentence or two in the bio that tells me why, out of all the thousands of escorts across the south-east of England, I should see you. This can be a quirky service/thing about the SP in question (she loves anal, she does out door blow jobs, she's a student etc etc) or just a tight description of the SP that isn't too flowery and colourful. A lot more SPs have caught my eye from the quality of their script than by talking about how great they are at giving blow jobs, how much they love sex etc etc.
Dislikes:Women in leather, fetish gear or otherwise covered up, and profiles with no gallery (or only a private gallery).
Hidden or negative feedback, or any profile that has been called into question as real.
A large squashed up picture of a pair of breasts or an arse, that is presumably intended to stop me noticing lack of a picture showing the lady's age or weight. Just own it - I've punted some SPs with a decade or two on me, just because I liked what they did, even if their looks weren't errr, top notch exactly. I've certainly had a lot more bad punts off of good-looking SPs than women closer in looks to my own ugly mug.
Any kind of anger or hostility in a profile, especially profiles with CAPITAL LETTERS or MULTIPLE EXCLAMATION MARKS!!!; that's a sure sign of a complete nutter.
Profiles with the word Romanian in get treated with extra caution; though I have met one or two Romanian girls who were both smoking hot and generous in bed... that's in over a decade of punting.
Any sign of an EE or Thai/Chinese SP group triggers a warning bell, both on grounds of lack of communication and on the high percentage possibility that (a) bait and switch occurs and (b) likes advertised are false, and you end up being blocked from what you want to do or stung for extras. I've also got a mild bias towards independent British or other native English speaking SPs (Indian, American, Australian etc etc) on grounds that they're more likely to be doing it out of choice rather than poverty, and also less likely to be worn down/burnt out from an endless stream of 30 minute bookings.