The site is focussed mainly on the consumer, the skiers, for whom the service is free (they just look at the maps).
The "customers" are ski area managers, they pay me to publish their maps and generate their trail reports.
The sign-up process is slightly obtuse on purpose. Because I'm still busy developing the site, only the really motivated customers actually contact me (via the "Contact" page), so I don't have to spend too much time doing a sales pitch that goes nowhere. I'm fortunate that I have a decent runway to play with.
I'll change that a bit this summer once I'm no longer frantically building out features.
There is effort required on my part for each sign-up, mostly around cleaning up GIS data that new customers supply, although I do supply a backend with tools for map management. The ski area managers are often extremely non-technical, and like the personal touch. I charge a modest premium for that.
Do you sell them a GPS tracker and show them their GPS logs in an online map maybe?
If so, I'd make the selling of the GPS tracker more obvious. You can also do customer testimonials.