Apart from purely practical reasons, motion graphics can also enhance a website's ability to build an emotional connection with the user. This is done, primarily, in two ways:
a) Building brand personality
b) Creating striking content.
Brand personality is something that any leading brand needs to establish.
Take Red Bull, for example - their 'Red Bull gives you wiiiings!' campaign is a perfect example of building brand personality using motion graphics. This is perfectly integrated into their website at the appropriate pages to help create a cohesive brand personality. As for striking content, motion graphics allows web designers to easily present pain points and ideas that might otherwise require a wall of text. A perfect example is that of product websites, as we mentioned earlier!