Systems and methods are provided for delivering customized versions of web pages to users. In one implementation, a method is provided for customizing a delivered version of a web page to reflect a current time-of-day at a geographic location of the user. According to the method, a request for a web page is received from a client device of the user. The request for the web page includes an IP address of the client device. Based on the IP address, a current time is determined for the received request. Thereafter, a version of the requested web page corresponding to the current time is generated, and the generated version of the requested web page is delivered to the client device.