A Family’s Passion for Daylilies — Brought to Collectors Everywhere.
For over thirty years, Randy McLeod has been hybridizing daylilies the way some people write poetry — carefully, patiently, and with an eye for something that’s never been seen before. Together with wife Karen, daughters Lindsey and Amelia, and more than three decades of trial and observation, McLeod Gardens has developed a catalog of cultivars that daylily enthusiasts seek out across Georgia, Florida, and beyond.
Names like ‘Midnight on Halloween,’ ‘Karen Knows Best,’ ‘Drink the Stars,’ and ‘Built like Bigfoot’ don’t come from a spreadsheet. They come from a family that treats hybridizing as a craft.
FDM built them a digital home worthy of that craft.
Industry: Specialty Horticulture / Daylily Breeding
Services: Website Design, E-Commerce Integration, Hosting & Maintenance
Partnership Length: 3 Years
The Challenge
The daylily enthusiast community is passionate, knowledgeable, and nationwide — but you’d never know it from a local word-of-mouth business. McLeod Gardens had been building their reputation the old-fashioned way: at regional shows, through the American Daylily Society, and through the Ogeechee Daylily Society network. Their work was celebrated. Their reach was limited.
What they needed was an e-commerce platform that could put their catalog in front of collectors anywhere — not just the people who’d met Randy at a show in Central Georgia.
Key areas of focus:
- Building an e-commerce-ready catalog that showcases daylily cultivars with professional, appealing presentation
- Telling the McLeod family story in a way that connects with enthusiast collectors who value heritage and expertise
- Creating a clean, navigable platform for seasonal ordering and annual new variety introductions
The Solution
FDM built an e-commerce website for McLeod Gardens that presents thirty years of hybridizing work the way it deserves to be seen — organized by collection, updated annually with new introductions, and backed by a clear ordering system that makes it easy to buy.
- A full e-commerce catalog organized the way collectors think. Collections, annual introductions, and for-sale listings each have their own section — with individual variety pages showing photos, descriptions, and pricing. Enthusiasts can browse, wishlist, and buy with confidence.
- Annual introductions that keep collectors coming back. New cultivars are added each season and highlighted prominently — because the daylily community follows new introductions the way others follow new albums. The site makes it easy to find what’s new.
- Ordering and shipping information that sets expectations upfront. Seasonal availability, shipping windows, and ordering guidance are all clearly laid out — reducing support questions and improving the customer experience.
- A family story that connects with enthusiast buyers. The About page introduces Randy, Karen, Lindsey, and Amelia — the team behind the catalog — along with thirty years of show participation and hybridizing history. Collectors buy from people they trust.
A Family Passion, Shared Nationally
Randy McLeod has been a member of the American Daylily Society and the Ogeechee Daylily Society for decades. He and his family exhibit at shows throughout South and Central Georgia and North and Central Florida — which means their reputation in the enthusiast community is real, earned, and deep.
FDM gave that reputation a digital home. Now when a collector in Florida or a gardener in North Carolina discovers McLeod Gardens online, they find a professional, beautifully organized catalog backed by the kind of thirty-year story that tells itself.
The Results
McLeod Gardens now reaches daylily enthusiasts and collectors online — with a professional e-commerce platform that showcases the full depth of their thirty years of breeding work to anyone who finds them.
Thirty years of rare blooms. Now available anywhere.
Key outcomes include:
- E-commerce catalog enabling online sales to daylily collectors across the region and beyond
- Annual introductions page driving repeat visits and building anticipation among loyal customers
- Professional web presence elevating a beloved local operation to national visibility
- Brand storytelling that resonates with the passionate daylily enthusiast community
Ready to Build Something That Lasts?
Whether you’re starting from scratch or inheriting a site that needs a serious update, FDM brings the same long-term thinking to every client we work with.
— we’ll show you exactly where your site stands and what to do next.
We Don’t Just Build Websites
We build lasting partnerships. Let’s chat today about any of your small business digital marketing needs! From Google Business Profiles to Email Marketing to Custom Websites, we are ready to work with you and tailor our services to your needs.