Start with the server name. It determines what type of people will join. What you name a server is the 1st thing someone sees when deciding if they want to join.
Server names:
Google aimbot: We all know who will join this one.
Gamers for Jesus: Who do you think will join this one?
Tokers and Shooters: Haa who will join.
OBJ rules: I want obj mined players.
John clan recruiting: People looking to join a clan
John box: John is a well known clan with a rep.
To build a base in your server you have to seed it. Even if it means sitting in spec with some friends. Start my joining the same time everyday. NO one likes bots!
You must have friendly admins. You must have admins plural. To keep the cheaters out. But the admins must be taught to have 100% proof. Baning or kicking based on what some admin thinks. Will empty your server of good players. You hear a lot about cheating in enemy-territory. But I keep and run clean servers. I wish I could take all the credit. But streaming and spending time teaching people how to be good admins helps.
I would not use etpro. Its a competition mod. Not a public mod. Most clans that have a few bucks use etpro on the 2nd server.
I keep it family orientated. No foul language. No accusing anyone of cheating without proof. So if you pwn me, and my clan. You can still join the server everyday. Sure we are going to check you, and your cvars out. But if your clean you keep coming back.
etpub, jaymod, noquarter is for public play. Enemy-territory is a well supported game by mod, and map makers. Although many of us who enjoy the wolfenstien games are waiting for the new game to come out. Hopefully in March 2009. I started in RTCW 1.33 late 2002. I have tried other games and saw the pitfalls with them.
Maps can drive people away. You have to decide what kind of players you want. I use competition maps, Std. maps, maps ported from RTCW, then a few customs sprinkled in. But you need to change the map rotation from time to time.
I have been gaming with friends I met in my 1st server for 4 to 5 years now. I have seen some come and go too. The idea is treat all with respect and give those in your clan things to do. Teach them about web sites, game servers. They are more than willing to give back, and all have fun cause it frees you up. They usually learn and know more than you do, after you get them started.
I once had a quit-a-thon Because two members got in a fight, and members picked sides. It happens. The clan split in two. So I was shit this sucks. I decided to go back to the 1st enemy-territory version 2.55. and call the server *Evil*Beginners. The idea was give back to the community, and teach new players about the game and recruit them. Teach them about scrimming, obj play, voice communications, all facets. My way of escaping from all the B.S going on inside the clan at the time.
They are no longer beginners and most are great players. We still call the server Evil Beginners. But now there must be 30 servers called beginners or more. I guess thats a compliment if they borrow your name.
The game has slowed, but will never die because its free. The leagues and league play as slowed too. Many are hoping that the new game in 2009 will be solid with good team obj game play. I liken my game (RTCW) to the father of 1st person shooters
You need any help let me know. Be glad to help you out bro.