The changing role of the website in map businesses
Over the past few months, through the IMIA webinar and conversations in London, one thing has come up repeatedly in discussions with many of you. Most map businesses sell through a mix of channels: distributors, physical retail, their own websites, and, in some cases, marketplaces like Amazon.
That hasn’t changed.
What is changing is the role your website now plays alongside all of this.
Where customers actually understand the product
Your website is no longer just a place to list products or take online orders. It is often where a customer actually understands what they are buying. A few practical questions worth considering:
- When someone lands on your website, is it clear what the differences are between a paper map, a laminated map, and a plastic finish, and which one they should choose?
- Can they easily understand which maps are suited for décor, education, or professional use?
- If the customer is a hotel, travel company, school, or park service, is it obvious which products are relevant to them?
- Can they see if a map can be customised, ordered in bulk, or bundled, and how that works?
Most third-party platforms and marketplaces don’t answer these questions well. Your website is usually the only place where this level of clarity can be provided.
What your business is known for
Every map business has areas where it is stronger or better known, whether that is outdoor maps, décor and gifting, educational products, or a particular publishing range. These should not just exist as product categories. They should be clear pages on your website that explain what you are known for, who it is for, and how a customer should choose, and then lead into the relevant products. This not only helps customers make decisions, it also makes it easier for search and AI-driven discovery to understand your business and present it correctly.
Why this matters more now
Because of this, the website is taking on a more important role, not just in selling, but in helping customers make decisions and in clearly presenting what your business stands for.
This applies across retail customers, trade enquiries, and more specialised requirements such as custom maps, print-on-demand, or bulk orders.
Where are we seeing the work shift
This is where much of our recent work at NextByte has been focused.
Helping map businesses make their websites clearer, easier to use, and better aligned with how their products are actually sold, across retail, trade, and custom requirements.
We’ve expanded some of these thoughts in more detail at this link.
We look forward to continuing these conversations with many of you in Toronto.