How about: when you see that a cert has been issued, you can click it, and see all the documentation that was provided to "prove" the identity of the site in question. Next to each piece of documentation, there can be a "verified by Verisign [or whoever]" stamp.
So it could read:
Bob Smith's website:
Bob Smith NYS Driver's License << VERIFIED
Bob Smith USA SS# << VERIFIED
Bob Smith USA Passport << VERIFIED
Bob Smith's notarized statement of his address, signature, and regarding his intentions for this website << VERIFIED
By verifying, Verisign is providing liability insurance -- if Bob Smith's website rips you off, you can sue Verisign. In turn, they can sue the party who they granted the cert to...
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