Right, but you want to shop around. If you can find a good fit for your website where it can be run with little or no additional staff and they have sites that can drive traffic to it, then the value obviously increases.
So, people who buy from you also buy a lot of X as well or are interested in y? Talk to people dealing with x and y. And don't limit yourself to web folks.
Which brings up another point--is there a player in your area who isn't on the web as they should be? You could save them a lot of time and trouble. Ka-ching!