Dynamic content Web sites consist of a front-end Web server, an application server and a back-end database. In this paper we introduce distributed versioning, a new method for scaling the back-end database through replication. Distributed versioning provides both the consistency guarantees of eager replication and the scaling properties of lazy replication. It does so by combining a novel concurrency control method based on explicit versions with conflict-aware query scheduling that reduces the number of lock conflicts. We evaluate distributed versioning using three dynamic content applications: the TPC-W e-commerce benchmark with its three workload mixes, an auction site benchmark, and a bulletin board benchmark. We demonstrate that distributed versioning scales better than previous methods that provide consistency. Furthermore, we demonstrate that the benefits of relaxing consistency are limited, except for the conflict-heavy TPC-W ordering mix.