There has to be a level of attraction for me to be interested, but that attraction can occur on multiple different levels. Most of the time my decision to see a provider for the first time is largely physical, things being what they are. I don't have a particular body type that I look for, but a given lady's photos either turn me on or, well, not.
Having said that, I have decided to see a few providers based on the personality and intelligence they project in their posts. The initial attraction there is much more mental and usually more satisfying.
I have clicked really well with providers I have seen without that initial mental attraction, but it's a lot more hit-or-miss.
So I guess my overall answer is: it depends. If all I know about her is the content of her photos/ads/website, then she'd better be a hottie. If I have a chance to see her mind at work, that's where my focus will lie, and a provider who posts regularly and intelligently is more likely to get my business regardless of appearance.