Essentially I'd like to be able to have this game's name/url pop up in my steam account when I play it, however as it needs to be launched from the command line based on the server address, I'm not sure exactly how to do this.

Can anybody give any pointers? Other than this, I suppose we might need an ingame server browser, or perhaps a server connection dialog for this purpose, which I understand would be a lot more work on the developers part.

I don't believe there is a way.
To do what you want to do, the server page would have to access your shortcut within Steam.

I posted a suggestion for this on googleMod, but I'll post here as well.

Maybe we could set a default server to connect to in the config, and then launch the client which then reads the config. Then it would be fairly simple to have a server browser that you can configure to set the default, then run from steam.