In the very early days there wasn't. The ISP provided web hosting and free FTP space.
It was literally just a case of going to (from memory, the details might be wrong) ftp://user@password:web.pipex.co.uk/ , and then putting whatever you wanted into the ~/public_html directory there.
Browsers even started bringing out FTP support so you didn't need to find a client, although I found it more reliable to use WS_FTP.
5-20mb of free hosting for every ISP customer was just something ISPs did back then. Everyone was more innocent (or naive, depending how you look at it), but there wasn't much of a barrier to getting a static site up and running, and there really wasn't too much of a learning curve beyond, "Put your files here".