I stumbled upon a feature we all seem to have overlooked. There's the placeholder tab in tha webproperties that links an object with a file.
To get it to work you'll have to have a webdocument. Draw a rectangle (or whatever you fancy) and right-click it. In the object properties that is shown choose the item "Web Properties ...". There will be a dialogue with tabs on top. The third tab on the second row is called "Placeholder". Now, select the option "replace with graphic file"and browse to the file you want to see in the final HTML. Once Xara renders that page the linked graphic will be put in a new folder beside the HTML-file and is called XXX_htm_files (where XXX is the name of the rendered file)
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