Hey, i'm the author of fq. It can convert to/from html and JSON (in two different modes). Use -d html, or the fromhtml, fromxml and toxml functions. Ex:

  $ curl -s https://news.ycombinator.com/ | fq -r -d html 'grep_by(."@class"=="titleline").a."#text"'
  Inkbase: Programmable Ink
  New details on commercial spyware vendor Variston
  How We Built Fly Postgres
  ...
  $ curl -s https://news.ycombinator.com/ | fq -r -d html '{hosts: {host: [grep_by(."@class"=="titleline").a."@href" | fromurl.host]}} | toxml({indent:2})'
  <hosts>
    <host>www.inkandswitch.com</host>
    <host>blog.google</host>
    <host>fly.io</host>
    ...
  </hosts>

See https://github.com/wader/fq/blob/master/doc/formats.md#xml and https://github.com/wader/fq/blob/master/doc/formats.md#html for examples and documentations.