The role for any affiliate is to maximise the amount of people that come through their site and ultimately follow the links to external websites. If people don't click on the links the affiliate marketer makes so money, thus making it in their best interests to make the visitors follow their links. Without people clicking on them the affiliate makes no money and depending on the type of site they have designed, whether specifically to produce money as an affiliate or to just be a personal site, is dependant on how important this is. For sites designed as purpose built affiliate sites, it fundamentally undermines the sites primary goal if they fail to make money from it.

Even when a visitor comes to an affiliate marketing site there is no guarantee that they will decide to click on the link. In fact the majority of those who do probably will not. Therefore the odds of somebody clicking on a link and becoming a member of the site are increased many fold the more people a site can attract. If only two out of every 100 visitors become fully signed up casino members then it makes sense that a site, which can attract 200 people a day will attract more people than one that, can only attract 10. Therefore despite how strange it may initially sound, a successful affiliate marketer must first advertise his or her own whereabouts before hoping to gain any serious custom. Many casino affiliate programs will give their affiliates some tools and tips to help optimise their ability to attract visitors' hits. They do this purely because it is in their best interests to do so, the more customers that the site can attract to the affiliate the more that are likely to come to their own online casino. These marketing tools include specifically designed e-mails, carrying links with the affiliates specific URL. The affiliate can also optimise their visibility on search engines by creating SEO (search engine optimisation) documents, which use certain keywords to place the site at the top of the search engines list.

With visitors already attracted to the site it then becomes paramount for the site to deliver on it's side of the bargain. The affiliate must make sure that once people read their site they will be sufficiently tempted into following the links and signing up for themselves. Through emotive language and engaging topics the affiliate can hope to successfully tempt people enough into clicking on exterior links. The language of any site is important in portraying a message, this is particularly true when trying to sell or at least convincing people to buy something, which is exactly what affiliate programs are all about.