In no particular order, here are some things that will help a potential player judge you positively... because you know they are going to be critical about every little thing. There are a bajillion servers out there, why should they play yours?
Firstly.... finding out about the server. If you use a forum, it is to YOUR benefit to allow guests to read topics containing server information. Sure, hide the topics related to "omg gm he stole my itamz' or "damn the server's been laggy lately" But don't make me register to read "this server is just like every other 5x/5x! come join us" All you have gained is one more unused forum account.
If you use a website... taste is king here. I don't expect you to be an html wizard, but please use colors that compliment each other. And avoid flashing, spinning, or otherwise unnecessary animated grfs. This makes your website appear to have been designed by an elementary school child who has just discovered power point (and we all remember those days). Not a flattering way to present your server, so don't do it.
Please spellcheck. I'm not going to leave in disgust over a few errors, but if I can't determine what you are trying to communicate, or if this is supposed to be English, I'm going to assume your entire server is done this sloppily and leave.
So now the next fun step. Downloading. I'm not going to demand that you .rar a chunk of files instead of making an exe that is way bigger than it needs to be for something I could simply drag and drop.But I DO demand that you make your download easily accessible. The "Download" link should be posted somewhere I can see it. Don't hide it, I'm TRYING to play your server, not stalk you. If you are going to choose a crappy upload site that demands that I wait 5 mins to start my 20mb download, please offer me an alternate mirror.
Next on the list... DATA FOLDERS SUCK! Make a grf! If you've rar'ed the data folder, it takes me approximately 10 minutes to extract. Now, if you can't make a grf, I'm going to assume your server sucks. Protip: learn some basic skills before you attempt to open a server. But anyways.
And more about this download... update it once in a while. If I can download sakray in the time it takes me to update using your pathetically slow patcher (which I just did this morning. I won't name names because I'm nice, but seriously.)
Which gets me started on patches. The smaller you make them, the happier everyone is. I'd rather download 3 million small patches than one massive patch. I know they end up being the same in the end, but the tiny patches slow me down less. If I'm updating for an hour, I'm going to use my computer to do other things. Such as type a rant on how hard you fail.
Alright, just a few more quick points now. Don't have an excessive amount of gms. This makes your server look suspiciously like "Hey, me and my friends wanted to be gms, but nobody would let us, so we made our own server and now we ALL are! Make sure you download our new data folder! We added one palette that you will never use, and the folder is already excessively huge, but why not?" GOD FORBID YOU UPDATE!
Oh, and here's another side note. Expect to pay for the server yourself until the end of time. Get a dedicated hoster. Nobody is going to donate their $10 to a server that lags like a beast because it's hosted on an Apple II that your kid brother is also playing Word Munchers on. If you're attempting to pay for college by hosting a Ragnarok server, you'd better be willing to put a lot of money in it, or you'll never get any out. Even if you offer all the gross wings and helms that can be found for free on every super-high rate.
What you SHOULD offer for donation items are things like Elven Ears and the Boy's Cap... people LOVE these and they don't give any stat bonuses, so it keeps everything in balance. When you can pick up LKH or the Ahura Mazda for $20, your population will be made up of nobody but donors. Now, this COULD be good, because you want the money, and the free player does nothing but lag up your server (which has a pathetically slow connection to begin with...) but the donor is not going to be happy on a server with 3 players. Note that the vast majority of private server players will never donate. Why? Well, if they wanted to pay to play, they'd go play official.
Well, I think this is about it. Let's recap:
Don't make me register on your stupid forum.
Spell-check, and don't let your little brother make your website.
Use a grf.
SMALL PATCHES!
A private server is a labor of love. Do it for the LOVE.
Now that my patch has finished updating (1hr 39 mins for ONE patch, sakray took me 1 hr 20 mins... who wins? oh burn.) I'm going to play (finally).