Ok, so pretty much as soon as I posted the question the answer came to me - but it might be useful for others.
In the web address part for the distribution I was entering the address of the page where the link was (ie https://www.example.com/my_app.html) - NOT where the .ipa file was! https://www.example.com/my_app.ipa
All working correctly now.
Topic:
Developer Tools & Services
SubTopic:
Xcode
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