Welcome to APPLY ESTA, your online source to apply for electronic system for travel authorization. Here, You can apply ESTA online at a fee of 39.99 GBP which includes the US Government fee of 14 USD, using other facilities that APPLY ESTA offers.
If you have plans to visit to the America and you are a citizen of UK or any of the European countries that fall under the category of Visa Waiver Program (VWP) from the US. You need to apply for ESTA authorization before getting an entry to the USA, while you don't need to apply for the US VISA.