Advertise before the server is released. A good amount of people like playing the server as it comes out, makes it way more fun.
Have a voting plugin, should you choose to have voting, and register it to a bunch of top lists. It always helps a bit.
Perhaps having a website makes things look more professional, showing potential players that you mean business and you won't be another server that's down in a month.
Just one thing: you might want to provide a bit more detail on what to include in a server topic. A list plus short descriptions would be fine. Here are a few suggestions: - Server Name - Short description - IP address (Duh) - Website - Screenshots - Server rules - List of all the server/website staff