Mod Cooperative

I'm having a lot of trouble attracting players to my game and I'm wondering what other mods do in that situation? I've tweaked and retweaked until I can do absolutely no more. I've changed my old html and colors to something much more pleasing after getting feedback from a critique group. I've added a complete site map as well as other suggestions that have been given to me by players and so I don't necessarily think it's the look/layouts anymore. If I'm having so much trouble, should I be changing my plot or just advertise more frequently?