Recently, I've seen quite allot of servers lacking... everything. Spawn, proper plugins, an active staff even!
there are some basic things, people should just KNOW & DO. When creating/Managing a server for the first time.

1, Title.
The name of your server is the most important part of it. People DO judge a book by its cover, so make sure its a damn good one.
If your server name is
"JOIN NOW BUILDERS NEEDED"
"IAHUIUISDCRAFT"

I can almost promise, you wont be very successful.

2. Plugins/Spawn.
I'm sick and tired of joining servers, that don't have the basic group-manager plugin or even a spawn built!
Before you release a server, make it 100% sure that you have everything prepared ! this will pay-off I PROMISE.

3. Unless you have an Anti-Xray plugin, just assume everyone is using x-ray. most of the time 60% of players or anyone with diamond armor is.

Thats my 2 cents
~ Legacy674