Propulsion Revenue Institute — WordPress LMS, Certification & Diagnostic Platform

The Propulsion Revenue Institute™ brings enterprise-style revenue leadership to small and midsize businesses through a proprietary methodology, Revenue Propulsion™. It needed more than a brochure site: a WordPress LMS website that could teach the method, certify practitioners, diagnose a business in one sitting, sell the book, and hand every lead to the sales team automatically.

I built priinstitute.com end to end — a custom theme, a LearnDash certification pathway, a scored Diagnostic Revenue Map™ assessment engine, WooCommerce for the book and programs, and a GoHighLevel integration so nothing a visitor does on the site is lost. The engagement is ongoing as the Institute opens Level Two and Level Three.

The challenge

The Institute owns a dense body of intellectual property — eight Propulsion Stations™, ten Revenue Dams™, a shared vocabulary, scoring formulas, playbooks, a book — and a founder who wanted it taught, not just published. Off-the-shelf LMS themes flatten that kind of structure into “courses and lessons” and lose the methodology in the process.

There were really four products hiding in one site: an education and certification track (Level One, Two and Three leading to the Certified Revenue Architect™ credential), a paid diagnostic that scores a business and produces a personalised blueprint, a small store for the book and programs, and a lead engine for the implementation partner that works by referral. Each had to feel like one institution, and each had to feed the CRM.

My approach

I treated the methodology as the information architecture. The navigation, the page templates and the LearnDash structure all mirror the same objects — stations, dams, scores, levels — so a visitor meets the same vocabulary in the Knowledge Center™, the course player and the diagnostic results. That consistency is what makes a paid-for-access methodology feel credible.

Technically that meant a purpose-built theme rather than a page builder, LearnDash for anything that is genuinely a course, WooCommerce only where money changes hands, and custom plugins for the parts no product does well: the assessment engine, the Founding 100™ seat counter, and the CRM hand-off.

What I built

The platform ships as a custom theme plus a small set of companion plugins, each with one job:

• Custom WordPress theme (“propelling-revenue”) — editorial typography, the Institute’s trademark-heavy content model (Reoff™, KPI Control Center™, Shared Intelligence™), mega-menus for the Revenue Propulsion™, Learn, Courses and Institute sections, and templates for the Knowledge Center™, vocabulary and industry playbooks
• LearnDash certification pathway — Level One (twelve 60-minute sessions) through Level Three, structured as the Certified Revenue Architect™ credential, with the Academy and Secure Portals for enrolled members
• Diagnostic Revenue Map™ engine — a custom-built assessment with a 50-question Core and two optional depths (31 and 34 questions, 115 in total) that can be resumed later; it maps the ten Revenue Dams™, produces a Revenue Movement Score™, per-station readiness scores, a Dual KPI alignment report and a personalised Propulsion Blueprint™, and holds results for human review before release
• Founding 100™ programme — application flow with a live “seats remaining” counter on the homepage, courses and diagnostic pages, and free-assessment entitlement for accepted members
• WooCommerce store — the Revenue Propulsion™ book (pre-publishing edition with free preview), programs and pricing, with direct add-to-cart links from editorial pages
• GoHighLevel integration — diagnostic submissions, Founding 100™ applications, book buyers and contact enquiries pushed into GHL with the right tags, so the Institute and its implementation partner work leads from one pipeline
• Research, benchmarks and partner pages — the Institute’s advisory council, partner licensing, book and speaking sections, built as reusable templates the client edits themselves

Why the diagnostic is custom code, not a quiz plugin

Quiz plugins score answers. The Diagnostic Revenue Map™ scores a business: weighted formulas per station, dam detection across question groups, optional depths that add measurements without repeating questions, and a blueprint generated from the combination. It also has to let a business owner stop, go find real numbers, and come back. That is application logic, so it lives in a plugin with its own data model, with LearnDash and WooCommerce left to do what they are good at.

The result

The Institute launched with its full methodology online, a certification track live, a diagnostic that produces a reviewed, personalised result for every business that completes it, and a lead pipeline that does not depend on anyone copying form submissions into a CRM. The platform is in active use and I continue to extend it as new levels, playbooks and partner programmes come online.

• One platform for four products — education, diagnostic, store and lead generation share a theme, a vocabulary and a CRM
• Methodology-faithful LMS — the LearnDash structure mirrors the Institute’s stations and levels instead of forcing them into generic course templates
• Assessment at scale — a 115-question diagnostic with resumable depths and human-reviewed output, without a per-submission manual process
• Nothing leaks — every diagnostic, application, purchase and enquiry lands in GoHighLevel with context
• Client-editable — templates for the Knowledge Center™, playbooks and partner pages let the Institute publish without a developer