I have always had good luck with Green Superfeet. I have debated custom insoles, but lack of serious foot issues has kept me from investing the time.
My arch measures that of a size 11 but I wear a size 8.5, so I usually buy a size up in SF and cut them down. This puts the apex of the arch in line wiht the high point of my arch. If I go with the size that fits my overall foot length, the arch feels like it's set too far back.
-r
PS If your feet sweat a lot, the green dye will come off and get into your socks.