Editorial Process

At Leo Zoo we strive to provide the best information to our readers possible. This is structured around a few core guidelines:

  • Accuracy
  • Impartial advice
  • Honesty
  • Integrity

These are the core guidelines that our editorial team follows when creating content for our website. As our team grows, we strive to maintain the same high editorial standards and processes we developed with a small team of researchers, writers, and wildlife experts.

We only work with and promote companies that are ethically sound, that are transparent in terms of their methodology, and share the same vision as we have.

We have a 5 step editorial process, which starts with research and takes us all the way through to post-publication.

You can read more about our editorial ethos below:

Research & Understanding

Before an article lands at the desks of one of our writers, it undergoes a rigorous research phase to make sure the eventual piece that gets published online meets our editorial standards as well as company values.

Topics that seem dubious, promote a message that contradicts our values, or do not meet our other editorial standards will be rejected and we won’t cover it.

We only write on topics that we feel will provide our readers with value and help reach our goal of conservation through education.

Our growing team of experts in the fields of wildlife, conservation, and biology, are given as much time to conduct as much research and feedback as they need before writing as we strive for the most accurate content on the topics we cover.

Accuracy and updates

We aim for 100% accuracy with every piece of content that is published.

As a result, every piece of written content is fact-checked by our editors and we often review our older content on a monthly basis as new studies are released, scientific opinion changes, as well as of course the situations of the wildlife and environment discussed.

This is not feasible in real-time as all of our content is produced by humans, which is why every article published has a clear date displayed on when the last update was made.

If any information seems off, we have clear contact information displayed at the bottom of every page on this website which is treated with priority.


We monetize our content primarily through display advertising, which allows us to maintain impartiality on all produced work.

We also occasionally monetize our content through the use of affiliate links (where appropriate) but our content is never influenced by monetary gain and this income helps keep our editorial process robust.

As mentioned before, we only research and include the businesses and products that pass our screening process. If there are any products included that don’t meet our expectations, we will make sure to point that out and suggest superior alternatives.

No product is perfect, and we do our best to provide the full picture as best we can, even on the products we have tested and consider to be the best.


We assign writers based on their expertise and experience, we have no preference for location and encourage a remote-first approach as wildlife and conservation should be a global endeavor.

We do not work with writers on a one-time basis, this allows us to provide an exceptional amount of expertise for each and every article that is published on the website as well as the content that is promoted on our social channels.


Once content has been completed by our writers it goes through a three-step pre-publication screening.

This starts with fact-checking, then it undergoes spelling and grammar corrections, and before the publish button is hit, the article is optimized for our reader’s experience.

We know that there is no way of reaching our goal of educating if our readers can’t emerge themselves in the article.

This final step is usually handled by one or two members of the editorial team.

Find out more about our team here.