You can provide the user with a standard html download page in order for him to download a JNLP file which is the standard file to start a java web start app (applet). If the user's system has java installed, it must recognize the .jnlp file and assosiate it as a java app. It's an extra step, for the user to manually download the file instead of running automatically on a web browser, however because of recent security loopholes on java web implementations, most browsers don't trust java anymore, therefore the blocking. If you insist on setting up a web start app in a browser you must make sure that all users have appropriate security configurations on ther java installation (very unlikely).
EDIT:
Here's a very nice tutorial on how to achieve what I just explained.