For simple files, a direct link is fine. For complex software, use a landing page to explain features, system requirements, and version history.
A good guide for developers suggests placing these CTAs "above the fold" (visible without scrolling). StГЎhnout teДЏ
If you are building a site and want to include a "Download Now" feature, follow these best practices for a "Deep Guide" experience: For simple files, a direct link is fine