https://travel.state.gov/content/visas/en/visit/visitor.html
You fill out a DS-160 and go through the process, but you don't have to get an ESTA. You are always allowed to apply for a full visa instead.
More succinctly, click the "May I apply for a visa instead of using the VWP?" question on this page: https://travel.state.gov/content/visas/en/visit/visa-waiver-...