Without JSX (or templates), writing HTML as JS is quite painful. Some don't like JSX but it is truly the best way to write HTML in JS.
I really like Developit's (makers of Preact) JSX alternative 'htm'[1] which was inspired by lit-html[2]. It uses tagged template literals so you can run them in the browser during development without needing to compile to hyperscript first (but you should compile during production builds)