iOS Safari has a feature that allows you to add a "smart" banner to your webpage that will link either to your app, if it is installed, or to the App Store.
You do this by adding a meta
tag to the page. You can even specify a detailed app URL if you want the app to do something special when it loads.
Details are at Apple's Promoting Apps with Smart App Banners page.
The mechanism has the advantages of being easy and presenting a standardized banner. The downside is that you don't have much control over the look or location. Also, all bets are off if the page is viewed in a browser other than Safari.