HTML programmers alone can't cut it. I know one and her sites are really lacking. If you charge someone more than $20/hour for HTML-only you're either a hustler or you've got one over on them.
A developer who understands VB, Javascript, graphic design, database, and HTML layout builds the best sites. You can charge $40-$50 easily - perhaps more. However, everyone calls themselves a web developer these days which beats down the rates we can charge.
You'll need to quote most projects at a fixed rate or fixed time unless it's just maintenance. You can mix and match the time and rate to get something which works for you.
If you are a stellar artist and developer and a keen marketer you will have limitless revenue opportunities.
I've met these guys,
http://www.spacedoghouse.com/, in LA. They're about 5 guys with different specialities and they do excellent work - their portfolio speaks for itself.