Make sure you do not have any illegal characters in any of the fields in the CSR. Illegal characters are [! @ # $ % ^ ( ) ~ ? > < & / \ , . " ']
The SBS wizard pulls company name exactly the way it was entered during initial setup and does not check or warn about these characters (ie. O'Reilly Inc.). A certificate generated from that CSR will fail to install with "The imported certificate does not match your Web site. Verify that you selected the correct certificate file, and then try again."
Extracted from:
http://technet.microsoft.com/en-us/library/cc546059%28WS.10%29.aspx