In the recent story about living world, mention was made of rewards. I think that in WvW, the rewards given to players helping defend borderlands need to be increased. I’m talking about things like escorting yaks, repairing walls/gates/siege, defending camps/tower/keeps.
It’s very demoralizing to spend hours in WvW doing all that, getting waypoints in all your keeps, then log out for an hour to eat dinner (or all night to sleep) and come back to find the entire map has been flipped by the enemy because nobody was defending it.
Nobody was defending it because currently there are many more rewards to be gained by running with the zerg, capping things and moving on.
It’s a balancing act. If defenders rewards are buffed too much, the game will get static and turn into trench warfare, which I don’t think anybody wants either.