two things that I have found really do help:
Harpic do a tablet that you put in the bowl, it fizzes and overnight dissolves a lot of lime (but only up to the water level). I forget the name but the box has a lot of black print on it.
Domestos Bleach blocks, that you put in the cistern, do slowly dissolve lime. When I had the problem, I put the Harpic block in the cistern first (it took a couple of goes) to remove the existing scale quickly, so it did not neutralise the bleach block.
You may find it hard to believe, but it the bleach block even dissolves the scale from under the rim, which is very hard to get to. You will notice the float in the cistern losing its scale as well, over time. Each block should last a few weeks. One WC I cleaned (not in my own house) had a severe tide-mark, which ordinary cleaners did not remove, but after a couple of months of using bleach blocks it had gone. "Bloo" or scented blocks don't work.
And use a limescale-removing lavatory cleaner as well, not just a sanitizing one. Use the brush to push most of the water out of the pan, give it a few minutes to dry off, then squirt the cleaner round the pan especially on any scale, and leave it overnight or, if you are at work, through the day.