I found calguns because I was actively searching for a forum on google. When I google “california gun forum” calguns is the top hit, but caguns is next.
I found caLguns because in its infancy, the original owner (not Nordberg) cross-posted the concept to a dozen other gun forums I frequented at the time. The general theme was a place where people in our state could collectively discuss gun stuff without some fat slob from tornado alley chiming in that "cali sucks" in every conversation. That was largely the appeal, at least for me at the time. These days, that's not so much a problem.
I found this place because of my reluctant use of reddit. I say that because I think reddit is a step backward, almost with an all-the-annoying-features-of-usenet feeling, but without the wholesomeness of classics like rec.guns which was highly moderated in its heyday.
That said, it seems to me the younger crowd appreciates the latter of those venues, reddit, over antiquated web forums. So it seems maybe the first question to promoting this place should be about the target audience. Just my two cents. Part of what makes this place nice is that it isn't bursting at its seams with posters, which I understand isn't ideal if you own the site.