Players open your link and log in. No launcher or Java install between them and your server.
Your client name, colours, loading icons, page title and description. Add a custom login and loading screen from your own graphics for a one-time £100, and a custom domain to serve it from your own address.
Custom mixins modify the client to match your server's content and features. Price may vary depending on the complexity of the edit.
Buy the webclient source and deob code for a one-time fee and run it yourself.
Get your webclient packaged as an APK so players can install your server on their phone. One-time £40.