This is basically impossible to do in a way that is compatible with other tools. Things like duplicate attributes of an object can exist in XML, but not in JSON. You can still work-around these limitations if you just have a pipeline using the same toolset, but part of the point of these tools is to then convert them back to a format that some other tool can use, which is where this pattern breaks down.
HTML -> XML (via hxnormalize) -> JSON (via jtm) -> process using jtc (or even jq)