We chose our nursery in part because they had self-reported and incident that they would have been entirely able to cover up. They were able to demonstrate lots of processes they had to keep children safe, and it's a purpose built nursery with really good, safety-first layouts that make things really easy for staff.
It's about £30/day cheaper than the nursery all my antenatal friends go to. The nursery in an old building with tunnel corridors, without its own garden for each age group. The nursery where my friend's allergy daughter has had dairy repeatedly (my son is intolerant and hasn't had any at his cheaper nursery). The nursery where they did a rapid transition up to the next room, whilst my son has been eased into his transition. The nursery where they freely share images of other children without checking with the other parents - ours is strictly limited.
Our nursery is currently Requires Improvement, on what are, as someone with sector experience, totally bullshit grounds. The expensive nursery has a lot of bells and whistles (a coffee bar for parents!), but they don't have a solid, grounded approach to child safety like ours does.
I am in favour of nurseries for most children, but knowing what makes a good one is a huge difference to the instinctive "feel" parents will mostly go by.