The new Senior Paid Media Manager will test landing pages for Google Search and Performance Max, and "best futures prop firm" searches land on /topstep-prop. Its search description promises "Know the facts when comparing firms", but the page compares Topstep with no one, and its numbers disagree with each other and with the homepage: the title says "$1B+ paid" while the page says "$1.5B+"; the page says "750,000+ Topstep traders" while the homepage description says "300,000+". Topstep's two comparison articles (vs Apex and vs Lucid) sit in the blog, linked from neither page.
First action
Update the /topstep-prop title and description to the current paid-out figure.
How to measure it
Sign-up rate from comparison and "best prop firm" ads
- Now
- –
- Target
- +20%
- By
- 60 days
Steps
Agree the numbers
One dated figure per headline stat, with the source.
Director of Growth 2 days
Fix titles and descriptions
Homepage, /topstep-prop and ad copy.
Web Lead 1 day
Check rival rules
Current rules for four rivals, dated and linked.
Prop Product Marketing 3 days
Legal and compliance review
Every comparison claim and disclosure.
Senior Legal Counsel, Corporate 1 week
Build the table
On /topstep-prop, linking the vs articles.
Graphic Designer - Prop 1 week
Point ads at it
Comparison and "best prop firm" campaigns.
Senior Paid Media Manager 2 days
A/B test
New page against the current one.
Senior Paid Media Manager 4 weeks
Refresh monthly
Re-check rival rules and dates.
Prop Product Marketing monthly
Why it works
Pick one current figure for each headline stat (paid out, traders, payouts per week), dated and sourced, and use it in every title, description, ad and page. Add a "How Topstep compares" table to /topstep-prop covering drawdown type, consistency rules, payout timing and caps, activation fees and years in business, with each rival's rules dated and linked, and link the Apex and Lucid articles. Use the page as the destination for comparison and "best prop firm" search ads and test it against today's version.
Prop firm buyers compare before they buy, and new firms advertise heavily. A fair, dated comparison on the page they land on keeps the decision on Topstep's site, and consistent numbers stop the doubt that mismatched figures create in a market where trust is the product.
Ready to use
ChecklistComparison page launch list
[ ] One dated figure for paid out, traders and weekly payouts [ ] Same figures in titles, descriptions and ads [ ] Comparison table: drawdown, consistency, payout timing and caps, fees, years operating [ ] Each rival row dated and linked to its rules page [ ] Links to the Apex and Lucid articles [ ] Compliance sign-off and risk disclosure [ ] A/B test against the current page
Risks and how to handle them
Rival rules change
Date every row and review monthly.
Claims challenged
Use only facts published by each firm and keep compliance sign-off.
Evidence
- Your websiteThe prop firm page /topstep-prop (checked October 21, 2026) has the search title "Best Futures Prop Firm: Why Traders Choose Topstep | $1B+ paid" and the description "See why Topstep leads ... $1B+ paid ... Know the facts when comparing firms", while the page itself says "$1.5B+ Paid out" and "750,000+ Topstep traders"; it names no other firm. The homepage description says "a community of 300,000+ traders"; the homepage shows "7,000+ Traders paid weekly" and "Discord 174,000 Strong".Source
- Your websiteSitemap (210 URLs): 158 blog posts and about 50 other pages. Comparison content is two blog posts, "Topstep vs Apex" (February 19, 2026) and "Topstep vs Lucid Trading" (April 14, 2026), neither linked from the homepage or /topstep-prop. Pages also include rules for past promotions (a "TopstepTV 213k Subscribers Extravaganza", a "100k giveaway", "Speedrun Challenge", "Fire Drill"), a trader referral discount disclaimer, a "Labs" page and a mobile app waitlist page. There is no page per account size and no non-English page.Source
- HiringSenior Paid Media Manager (Chicago, posted September 28, 2026): owns "Google Search. Performance Max. YouTube. Paid Social.", optimizing "CPL, CAC, ROAS"; tests new channels "such as: Reddit. Connected TV (CTV)" with the Director of Growth; runs tests across "Audiences. Creative. Messaging. Landing pages. Funnel steps."; implements "incrementality testing, holdout experiments"; reports "Incremental lift vs. simple last-click attribution".Source
- Your websitePlans on /topstep-prop: $50K buying power at $49 (shown against $85 a month), $100K at $99 (against $129), $150K at $199; "Start trading a $50K account today for just $49"; profit target $3,000, "Consistency Target: 55%", Max Loss Limit $2,000 on $50K; a "Responsible Trading Advantage" option with a daily loss limit; Express Funded activation fee $149; payouts "up to $12,000 per account", 90/10 split, "9 Seconds Average instant payout time", "99.26% Payout approval".Source
- Competitor researchRivals' own homepages: Tradeify, "the best futures prop firm with the fastest payouts", with "instant funding or plans with no daily loss limit"; My Funded Futures, "the premier futures prop trading firm for beginner and experienced traders"; Take Profit Trader, "The Best Payout Policy Prop Firm". Apex and Lucid are compared in Topstep's own blog posts.Source