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> if you are in a small business in a competitive market it could help.

Sure, it "could help". But let's say there are 2 identical sites. One site upgrades from DV to EV. The other site takes the same money and invests it in a Graphics Designer to make their home page look nicer.

Which one will sell more product? I'll put my money on the nicer-looking site every time.

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Depends whether the redesign was actually necessary. Websites and software UIs are often redesigned simply because the powers that be are bored with the existing design (through familiarity). The users either don't use the site enough to notice, or are annoyed with the new design because they have to re-learn how to use the software. If it is effective, an EV certificate may have a more positive impact than a redesign which just serves to provide a change of scenery for the developers/management.

Why not have both?

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