FutureCoal — relaunching a global association under a new brand

We built and now maintain futurecoal.org — the digital home of the rebranded World Coal Association — and took it to #1 on Google for its core terms.

Software DevelopmentBrand & Content

3 years

Ongoing maintenance retainer

Google ranking for core search terms

99%+

Uptime since launch

Challenge

The World Coal Association was relaunching as FutureCoal — a complete rebrand of a global, London-based industry body with members and national partners across the world. A rebrand of that visibility lives or dies on its digital launch: the new identity had to go live cleanly, perform under international scrutiny, and rank for the terms its stakeholders, media, and policymakers would search the day it launched. There was no margin for a soft launch.

Approach

We embedded as FutureCoal's web and SEO partner rather than a one-off vendor. We built the site to carry the new brand identity from day one, structured the architecture and content for search from the ground up — not as an afterthought — and put SEO foundations in place so the new domain would climb fast rather than start from zero. Everything was built to be maintained, not just shipped and abandoned.

Solution

We delivered and launched futurecoal.org: the association's full public platform, carrying the rebranded identity, its policy and advocacy content, member and Global Alliance information, and media presence. The site shipped with the SEO architecture, performance, and reliability needed to represent a global organisation to governments, media, and industry stakeholders.

Outcome

The site launched cleanly into the rebrand and now ranks #1 on Google for FutureCoal's core terms, with 99%+ uptime maintained since. The relationship didn't end at launch — FutureCoal retained Melsoft on an ongoing maintenance retainer now running into its third year, making us their standing web and digital partner rather than a project they had to re-hire.

Melsoft didn't just build us a website and walk away — they relaunched our entire digital presence under a new global brand, got us ranking where we needed to be, and have kept it running flawlessly for three years. They've become the partner we don't have to think about.

— Christopher Demetriou, FutureCoal

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