Basically it's point and click, and you provide a link to it. Know the limitations of your server's hardware - Just because you think you have enough hardware, or bandwidth, watch the point at which the server begins to lag, and set it to a maximum clients of 1 less than that point. Unfortunately when a server is overloaded, everybody begins to lag. If you overwork your server, people will only remember the time they logged on and it ran like crap. This may at first sound silly, but be helpful.
Friendly staff makes a big difference, especially with newbies.
They need the most hand-holding, but are the most enjoyable as they progress in skill. In the beginning, play with your friends or coworkers on the server. Even if they suck. People don't go to empty servers. Most people check Gamespy pretty regularly, and if your new server is faster ping-wise with people in it, they'll join.