More personal and a lot weirder, and I mean both in the best possible way. You could stumble upon some site made on geocities or tripod for some dude's book collection and reviews, with rudimentary tabs on top for biographies of his pets and some weird religious ramblings. You felt like you were in someone's house.
Then there was the counterculture aspect. The internet back in the 90s allowed for anarchists, drug enthusiasts, chaos magicians, and alternative music fans (like real underground shit) to talk. I remember finding random text files of the Anarchists Cookbook and exploring old school Erowid.
Schizophrenic ramblings were a lot more common too. Companies did have websites but they weren't very good, it was more of a curiosity than anything. I miss the old internet. It was comfy. This place is the last place that feels like it, believe it or not.