Set Your Focus
Your third choice when creating a new guild is probably the easiest: choosing and committing to a gameplay focus that will help attract players. That way, when people ask you what your guild does, you'll have an answer for them besides "a little bit of everything." Although that sounds nice, it also says to prospective members that you don't really have goals or plans for the future. That's sometimes okay for the casual player, but if you're going after more focused casual players or the hardcore crowd, you need to aim high with your long-term objectives.
The most common choice today is to focus on player-versus-environment (PvE) encounters: questing, exploring dungeons, going after the big mean bosses, killing them, and taking ...