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 thorough solution is offered by bib2xhtml; using it, you make use of one of its modified versions of many common BibTeX styles, and post-process the output so produced using a perl script.
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
This question on the Web: http://www.tex.ac.uk/cgi-bin/texfaq2html?label=htmlbib