Alternatives to bibtex2html

BibBase is another solution. Unlike the other tools it's a web service whose output you can embed into your page. So there is nothing to install.

(Disclaimer: I'm the author of bibbase.org. But hey, this one was asking for this specifically.)

JabRef can export to html. There are different html converters available. It is also possible to call JabRef from the command line without starting the GUI.

Some others to consider:

bib2ml (CTAN)

bib2xhtml

bibhtml

the bib2xml component of bibutils

I'm afraid I don't really have any experience with these, so I can't recommend one over another.