I'd say a good layout would be better now, actually. Search engine results won't get you the members anyway, the best way is really word of mouth. If you offer something in reward for people bringing players here, it will motivate members to tell their friends, and then their friends' friends will get to know if you're offering this to every member who comes here.
Word of mouth is the best way to advertise something - if people come here and see you've got a good layout on the forum and a good thing going on, you'll get members, don't worry about that.
One thing I'd stay away from (not saying you have done it, but you COULD have, I haven't been here long enough to experience it) is false promises. You need to keep working, and you need to let your members know what updates are coming soon - and keep to the schedule you set for those updates - don't be promising things then not delivering, that will just drive people away from the site.
It's all about the amount of work you put into the site, and how people see it as they first come here. I'd suggest getting some points of interest for certain subjects and getting some big discussions going in a few threads, and eventually, people will come.
There's a gap in the market, and you could be hitting it with this site. I've yet to see a Diablo III forum-based fan site that's actually working, the site has potential, you just need to learn how to work with it.
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