A neat solution is offered by the noTeX bibliography style.
This style produces a .bbl file which is in fact a series of
HTML 'P' elements of class noTeX, and which may therefore
be included in an HTML file. Provision is made for customising
your bibliography so that its content when processed by
noTeX is different from that presented when it is processed
in the ordinary way by (La)TeX.
A more conventional translator is the awk script
bbl2html, which translates the .bbl file you've generated:
a sample of the script's output may be viewed on the web, at
http://rikblok.cjb.net/lib/refs.html