Case Study: Innovative Handling Systems

Innovative Handling Systems (IHS) | Digital Transformation

Bridging Engineering Expertise with Digital Credibility

FlexFormula™ Pillar: Strategy Development

Innovative Handling Systems (IHS), a trusted systems integrator serving the food and beverage industry, had built its business through referrals and a strong reputation. But without a cohesive digital presence, it was difficult for new prospects to find the company, evaluate its capabilities, or understand the breadth of its expertise. IHS needed a professional foundation that reflected its technical strengths and positioned the business for continued growth.

Building a Cohesive Brand from the Ground Up

FlexFormula™ Pillar: Channel Evaluation

Buckaroo began by addressing inconsistencies in how the IHS brand appeared across materials. Multiple logo versions, varying color usage, and lack of standards were diluting the company’s credibility. We developed comprehensive brand guidelines that defined consistent logo usage, typography, tone of voice, and visual identity—creating a unified look and feel across digital, print, and social channels.

Content Strategy Backed by Business Priorities

FlexFormula™ Pillar: Strategic Blueprint

Discovery sessions, stakeholder interviews, and competitive research uncovered IHS’s core differentiator: its ability to engineer and implement custom, turn-key conveyor solutions. This insight shaped the messaging strategy and site architecture. A phased rollout began with foundational content—company overview, core capabilities, and industries served—allowing for a fast, strategic go-to-market while enabling future expansion.

Making Technical Solutions Tangible

FlexFormula™ Pillar: Action Plan

To bring IHS’s complex solutions to life, Buckaroo produced branded video content and high-quality photography of actual system installations. These assets were deployed across the website, LinkedIn, and YouTube, helping buyers visualize how IHS systems solve real production challenges. Visual storytelling transformed static information into immersive, confidence-building content.

Preparing for Scalable, Measurable Growth

FlexFormula™ Pillar: Performance Tuning

The website launch introduced a mobile-responsive, intuitive platform with clear calls to action and SEO-enhanced structure. Combined with strategic content and brand assets, the site now supports lead generation, sales alignment, and long-term marketing initiatives. With this digital foundation in place, IHS is positioned to scale outreach and deepen customer engagement.

Results & Takeaways

Achieved a 100% increase in digital visibility, moving from no online presence to a fully branded, professional platform
Drove 28% of site traffic through organic search, confirming the impact of SEO-focused content and structure
65% of visits came from direct traffic, signaling increased brand awareness and sales engagement
Delivered a platform that reflects buyer behavior, with 88% of users on desktop—aligning with engineering and procurement professionals
Concentrated engagement: 55% of all page views focused on core capabilities, proving content relevance and buyer alignment
While the site received visits from over 7 countries, the overwhelming majority (89%) were U.S.-based, reflecting IHS’s domestic market focus.

By applying the FlexFormula™ framework, Buckaroo helped IHS move from a referral-based supplier to a credible digital competitor. We didn’t just build a website—we built a foundation for measurable growth. With a unified brand, a search-optimized structure, and technical content tailored to the buying process, IHS now has the tools to attract, inform, and convert modern industrial buyers.

Today, IHS continues to partner with Buckaroo to expand its digital strategy and build on this momentum, proving that strong results are only the beginning.

Ready to Elevate Your Digital Presence?

Whether your website needs a refresh, a strategic upgrade, or a competitive edge, Buckaroo can help you turn technical expertise into marketing credibility. Let’s align your brand, messaging, and digital strategy to drive measurable growth—just like we did for IHS.