I think there's lots of different approaches. One easy fix around needing that first member is by not creating the site alone. I never do that anymore. I always have at least 1 other person along for the ride with me. What that ensures is that I will at least have 1 buddy to write with. If I'm deeply invested in what we are creating, I try to really amp us both up with this concept of "As long as you and I keep writing together, the site will go on." I've noticed that when I approach sites this way it's natural for people to pop in, see that we're doing things, and join in. That first non-staff member may show up in the first day, or two weeks later, but they always will!
Another idea I've done in the past: beta testing. When I've opened a site I've invited 3-6 friends to come "test" the site for me. It's a soft opening, taking place about a week before I actually start advertising. I send a generic PM to them all specifying what exactly I'm hoping they'll help me test (i.e. plot holes, broken links, typos, etc). I have always, ALWAYS had at least 2 of my testers remain on the site afterwards. Obviously this idea requires you having RP friends.
Those are really my only two methods when beginning something new. Off the top of my head, you could always generate interest via chatting about it on sites like these.
Good luck!
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