If you are the TLDR type, then do not comment please. This matters.
I do not agree that the point system is a major problem, but I do believe a better point system will help. People play to win. Points are the most visible measure, and the sole determiner at the end. Please consider these recommendations as an easy to implement improvement.
1) Let us make one change to the way points are generated currently. We all want a hot war, not cold posturing. That means skirmish and objectives turning constantly. Points should reflect the temperature of conflict. Right now, only defense gets points. Lopsided victories turn cold, so large score disparities are not the mark of a well-earned victory. Let us give takeover points in addition to defensive points. Takeover points = defense points + 1 per “active” player defender. It’s just a variable that adds one for each new player actively defending. Failed attempts cause the player defender portion to accumulate, dissolving over a period of four hours. These bonuses should be posted. An added bonus to this would be that an internet posting of the ranks of highest score achieved by any server would show the most contested wars fought.
2) Momentum should be part of the overall score. Some of this is gained by the points awarded takeovers, but something should be in place to reward the server that showed the most consistent potential, not just the most consistent numbers or an early sweep of real estate. Using a separate points system that actually determines the winner would do this. As well, play at different times would be recognized. Let us set a period of hours by which an interim reset of the match points happens, apart from the total cumulative score. At a set number of hours (I propose 7PM & 7AM, so 12h intervals), these victory condition points are added simply by gold standing, silver standing and bronze standing (1st, 2nd, 3rd). Using tennis as an example, these victory condition points are like set points.
3) Population makes a big difference in how WvW feels. There needs to be a way for the points to reflect when server population disparity is playing a big role in deciding the winner. This would be a difficulty rating. There are a couple ways to do this. If a tie results at the end of a match, then the server facing the highest difficulty (having less average population) should win. That is one way. Another way would be to incorporate the difficulty rating into the bonus earned for takeovers as a multiplier. This probably makes more sense, since gaining ground becomes more challenging versus a server that has consistently higher populations, regardless of what time a takeover happens. There is a residual effect in real WvW play. Extra free standing siege is one of those lasting effects.
4) Faction forces should be worth no points. However, they should be more robust and aggressive. NPC faction forces should be strictly strategic advantage. They are already well situated on the map, and follow a good routine. They need to be more threatening. Maybe even pursue objective takeover with real chance of succeeding. Points for their takeovers should go to the friendly faction. This is a great way to bolster servers in a tough losing position. Having to defend 100% objectives while maintaining faction is a strain for any server.
Please leave critiques. You should be making specific comment on facets of each numbered recommendation.