Method for authenticating a device connection for a website access without using a website password

A method herein is for authenticating a device connection for website access without using a website password. In the method, a web server receives an access request over the device connection from a device requesting access to a website based on a pre-established identity. The web server, in response to the access request, forwards an access cookie to the device over the device connection and forwards an activation URL to an address associated with the pre-established identity. The web server receives a request for the forwarded activation URL and, using the access cookie, grants access to the device over the device connection.