How to return HTML from ASP.Net WebMethod call using Jquery?

Using Asp.Net 4.0 Web Forms and Jquery 1.6.2.
I want to make an Ajax call to a WebMethod on a page and have it return html.
On the server side the WebMethod looks like this.

[WebMethod]
public static string GetOrders()
{
    return theMethodThatGeneratesHtml();
}

and here is the calling Ajax function.

function GetOrders()
{
    $  .ajax({
        type: 'POST',
        contentType: "application/json",
        url: "Orders.aspx/GetOrders",
        data: "{}",
        success: function (data) {
            $  ('#content').html(data);
        },
        dataType: "text"
    });
}

The data that is returned from the WebMethod is always wrapped up as a json object that start like this.

{"d":"\u003ctable\u003e\r\n ........

How can I get the WebMethod to just return HTML?

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