Correct grammar, punctuation and articulated sentences also give players a sense of professionalism about your shard - so don't skip out on Spell Check!
Take a look at how games are advertised, imitation is the sincerest form of flattery after all, so it won't hurt to borrow some ideas from other successful franchises - you should aim to make you shard sound like the best thing since sliced bread, while keeping any hint of arrogance out of the equation, IE, don't say "we're the best in this and that" unless you're prepared to justify it.
A lot of shards are unsuccessful because the owners have far too high expectancies of what they will achieve, then fail to meet their own expectations and are severely disappointed - when you start out, keep it simple and professional. Don't expect more than 20-40 returning players in your first month, the population of the UO universe is already spread quite thin, so it takes more time to get started. So many shards I have seen recently saying they expect 100, 200, 300 players in the first month, with one notable shard riding on the fact that they expect 6,000 players in the first 2 to 3 months (which I personally find a bit over the top).
Another tip I would offer would be to make sure (if you take donations) that your donation policy is clear and understandable - in an ideal world, you would write a EULA to encompass this and any other laws of your land,so that the player may bide by the terms of the agreement and understand their position. Make it perfectly clear that donations are not 'sales', they are gifts from the players to help keep your services running and that they are rewarded for their contribution - it should be clear that donators are not to be treat any different to non-donators, as there are a lot of arrogant people out there that will think you owe them a favour for life.
Hiring staff isn't easy in RunUO world these days, seems most everyone has their position on some shard or another, so you have to look a little harder - ensure the fact that your staff are kind, courteous and professional at all times.
If you're really serious about your shard, treat it like a non-profit business venture, where your staff effectively represent yourself, and be reminded that their actions reflect that of your level of professionalism - if they mess up, it will look bad on you and no one wants that
