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.
Show some evidence to back up claims
Anyone can make a claim about themselves, their product or their business. But why should users believe your claim? Provide users with some kind of evidence, preferably from authoritative third parties. Your product is “the best”, but according to who? You? According to your customers? And what’s so great about it? Testimonials, ratings and other types of social confirmation are great ways to support your claims and have often been shown to be even more influential to customers than saving money.