I link all my apps to themselves on the App Store so that users can 'Rate on the App Store'.
This is how I do it (using the itms-apps:
prefix):
[[UIApplication sharedApplication] openURL:[NSURL URLWithString:
@"itms-apps://itunes.apple.com/app/gift-idea+/id561981438?mt=8"]];
Make sure to amend the link with your own. You can get the link from iTunes by selecting the arrow next to price and then Copy Link
.
You can put this code where ever you want to open the app in the App Store. If you are putting the link in a HTML
file (which I am not 100% sure if you can) to use in a webView I would strongly suggest you have a fallback for users who are not using an iOS device (that is if your website file is on the internet and not local to the app).
You may find this document helpful for URL Scheme Reference.