One person you might want to Google is Mike Mothner - he's a Dartmouth College graduate and started a business from his dorm room when he was a senior (I believe). He turned it into a company called wPromote, which specializes in site optimization (which, I agree, will pretty much fall into the category of "writing HTML" if it hasn't already) and other consultative areas. He's an interesting guy and his story might be of interest to you!