Typically, you'll need some sort of scripting to consume it on your HTML page, like PHP or ASP.NET.
Alternatively, you could use JavaScript to consume it.
See this thread:
http://forums.asp.net/t/1302025.aspx
Maybe jQuery has some webservices consuming tutorials, which may be easier.
It also depends on your webservice. Are you sending your webservice requests in JSON or XML? That will depend on which solution you are after.