How often you update the homepage depends on two major things - the type of business and the goals of the company. No matter the nature of the business, the standard for how often a company should adjust its website homepage is this: “The number of homepage refreshes in a month equals the number of average monthly visits by a repeat visitor” For instance, if a website gets 10,000 repeat visitors per month, and those repeat visitors visited on average of 1.2 times per month, then plan for one homepage refresh per month. But, if the figure is 20,000 repeat visitors on an average of 2.2 times, then plan for 2 homepage refreshes every month.