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Aloes in Wonderland: the brand, the drone video, the photography, the Instagram and the website I built for Santa Barbara’s rare plant nursery.
The garden, from the sky.
Drone footage I shot and edited. It is the first thing visitors see on aloesinwonderland.com.
The @AloesInWonderland YouTube channel →
The plants, up close.
Every photo here is mine, shot in the garden.
A name you can see.
I designed the logo, tagline, colors, letterhead and cards from scratch.
Followers, earned.
I grew @aloes.in.wonderland organically past 1,000 followers.
Great SEO sells. It grows the social, too.
I rebuilt the website around how people search. In the 30 days after launch, new users went from 112 to 572.
572 new users, up from 112 on the old site.
Google Analytics: 30 days on the old site (Nov 14 to Dec 14, 2018) against the 30 days after the redesign (Dec 15, 2018 to Jan 15, 2019).
Social content: post a photo of a rare plant, reach about 10 new followers per post, and end up with a bigger audience.
Search (SEO): someone looks for rare plants near Santa Barbara, finds the Google listing and the website, books a tour or asks for a quote, and that is a sale and a new follower. This is how I think about it, not a measured funnel.
Total session time and pages per session, by device: desktop 02:22:20 to 16:28:34 and 2.56 to 5.88; mobile 00:57:01 to 12:06:45 and 1.82 to 3.55; tablet 00:47:16 to 03:30:35 and 2.25 to 4.24 (old site to redesign).
Two back-to-back periods, not a controlled test, so season and promotion may have contributed. Session time is a total across all sessions; pages per session is the per-visit measure.
In the press.
- Succulents and More · 2019“Aloes in Wonderland, the best-ever name for a nursery”
- Santa Barbara Independent · 2023“Down the Rabbit Hole at Aloes in Wonderland”
- Succulents and More · 2025“Aloes in Wonderland lives up to its name”
- The American Gardener · 2026“Aloes in Wonderland”
I’ve managed Jeff Chemnick’s brands since 2016. Attribution is hard. Growth is demonstrable.
Want a brand, a following and a website that work together?
One person, start to finish: identity, photo and drone, search, social and web.
Start a project → See more projects Visit aloesinwonderland.com ↗
Questions about this project
What did Al B. Goldin do for Aloes in Wonderland?
Al built the brand identity (logo, tagline, color scheme, voice and copy), the website, the Google profile and Google Maps listing, the Instagram account, photography, video and drone footage, a YouTube channel, and the analytics that tracked the results. He also organized tours and sales events.
What is Aloes in Wonderland?
It is the private estate and rare-plant nursery of Jeff Chemnick, a world-renowned plant expert in Santa Barbara, California. It holds hundreds of rare and endangered species and has been featured in Montecito Magazine.
Who took the photos and drone footage?
Al B. Goldin shot the garden photographs and the drone footage, and edited the website banner video that plays at the top of aloesinwonderland.com.
How much did the website redesign change traffic?
Comparing 30 days on the old site with the 30 days after the redesign launched, new users went from 112 to 572, about 5.1 times as many. Pages per session rose by 88% to 130% depending on device.
How was the Instagram following built?
Organically. The account passed 1,000 followers with paid promotion used only for event notices, and averaged about 10 new followers per post.
Aloes in Wonderland
Branding, Instagram, drone video and a redesigned website for Aloes in Wonderland, Santa Barbara’s rare plant nursery. New users rose from 112 to 572 in 30 days.
Project Scope
Identity Design, Web Development, Search Engine Optimization, Web Traffic Analytics, Social Media Marketing, Photography, Drone Video, YouTube