DD is in year 2 so it's only a couple of years since we did this. For us it was a mix of things. We knew we needed wraparound care for example.
We had 4 local schools that all looked good on paper - good OFSTED reports, positive comments from local parents etc. so we looked round all 4.
Before we went we expected our preferences to be:
1: Catchment school, very well regarded locally, always oversubscribed, 2 form entry, with wraparound (but a waiting list so no guarantees in yr R)
2: C of E school, 1 form entry, people attend the local church just to get priority, over subscribed etc.
3: Tiny local C of E school, mixed classes (Yr R, Yr 1/2, Yr 3/4, Yr 5/6) but very well regarded
4: Small village primary in the next village out (we're in a suburb), 1 form entry but most classes 20-25 kids, wraparound available
After looking round:
1: the only school to give us a hard sell on SATS results, expanded so fast the communal facilities meant the year groups had lunch together but didn't mix with other year groups, very proud of being oversubscribed, focus seemed to be on the wrong things for me. To be fair they had amazing extra-curricular stuff going on though and staff were friendly.
2: we crossed off all together - very cramped school, kids working in corridors, old and dated, but to be fair very welcoming head.
3: very welcoming, seemed to punch above their weight in terms of what they offered for their size etc.
4: so welcoming. Deputy head showed us round and the school just felt like a natural next step from her nursery. Big focus on community, the year 6 children helping the little ones serve their lunch, buddying up for reading and walking to the local church, just a real community feel. Long standing staff who really seemed to care (one kid came up to the Deputy Head while she was showing us round cos she was upset and she gave her a quick hug and redirected back to the class teacher very gently)
Our LA wanted us to list 4 schools so we ended up with a list that went:
4
1
3
completely different school
All that is a very long winded way of saying go look round and trust your instincts. DD is very happy at her school and I'm pleased we chose what we did.