there are two approaches you can take here.
a) have the URL pre-prepared in a SessionValue. Then use the session value on the web page. For example;
<a href="<!-- Net:s:url -->">whatever</a>
This method is very clean, but pre-supposes you can have the URL session value preloaded.
Another approach is to create a NetWebSource procedure that just returns the value. The key here is to be careful that it doesn't return anything else, so you need to inspect the source for a netwebsource, and make sure it only returns the URL. Then, assuming the procedure is called say fred, your html looks like this;
<a href="<!-- Net:fred -->">whatever</a>
Cheers
Bruce