Experiment with adding some strategic iconography to your primary button. Choose actionable icons, such as forward-facing arrows, that suggest to the user that something expected is about to happen next as a result of clicking on it. For downloads, you might test out a down-facing arrow or even file type icons, such as the Adobe pdf icon. Actionable icons can reinforce anticipation, or even set expectations and can help persuade your visitors to take the next step.
Add a directional cue or arrow
A strong hierarchy is important to any goal-driven webpage design. While there are many ways to develop a strong hierarchy, directional cues are a great way to help you reinforce it. Directional cues are visual elements that direct visitors’ attention to certain areas of your page. They can be explicit, like lines or arrows that point in the direction of your goal—or suggestive, like a photo of a person gazing, pointing or making a gesture toward your goal. Experiment with different ways to direct visitors toward your goal.