Since iOS 4 was released, you don't have to manually download the IPA and sync through iTunes, you can install by tapping on a link on a web page. You just need to create a plist file and point the link to it with a special pseudo-protocol. The details are in the developer library.
The individual / company developer account can handle that with ad hoc builds, but it sounds like the enterprise program is a better match for your needs. Ad hoc builds expire after a few months, it's limited to a hundred users and getting the UDIDs from the client can be a real pain. I've gone down that path before, and it's not unusual to receive UDIDs as screenshots of iTunes embedded in a Word document or incomplete/wrong, even after you give them step-by-step instructions on how to do it properly.
The enterprise program has its own drawbacks. It can take a while to get set up, and the company needs a DUNS number. However once it's set up, you'll find it easier to work with.