Is there any way to distribute ios applications through my own website, not using app store?
I mean is there any way that enables end users to download
If you have and Enterprise membership you can do this, but it really isn't what they want you to do on a large scale.
Take a look at this question: Deploying an iOS Application Using Apple Enterprise Developer Program
Basically there are three ways
With this method anyone with an iPhone can have access to the application. You can distribute an unlimited number of applications like this. Apple gets a 30% cut. Of course, Apple must approve your application.
You can distribute applications using ad hoc without going through the app store, but you are limited to a maximum of 100 devices. With this method you can distribute your application from a web site, email, etc.
The method is for internal distribution in companies with more than 500 employees. Apple does not provide any more public detail that I could find on this method.
It doesn't sound like any of these methods meet your criteria unless you have fewer than 100 customers and don't plan to exceed that number. It sounds like from the question your customers are not internal to your company.
I would advise contacting Apple. They might be able to arrange some kind of custom distribution deal.
To send build to testers or client I am generally using installonair.com which allows to upload IPA file and generate short URL which we can provide to other users and they can download and install easily from that link.
There are other options as well like Apple Testflight, hockeyapp but I found installonair.com is the quick one.