New hard drive, Recovery & Restore can't get past 'backup' step

My Inspiron 3670 desktop HDD simply died - it could no longer see it. I reseated it, ran diagnostics, but Dell said there was no drive. Fine, ordered a new Crucial SSD that is supposed to be compatible. How can I install Window on my new SSD?

Created a Restore & Recovery USB disk from the Dell website. I can boot to it, and it starts with 1. Repair, then goes to 2. Backup, but never gets to 3. Recovery. (screenshot 1) 

Obviously I have nothing to 'backup'. I've tried both SKIP, and letting it try to backup. In both cases, it tells me "One of the tasks performed during the process failed or has been cancelled. Please remove any connected USB Key/hard drive and click on Restart to reboot the system. If the problem persists, plug in the USB key and restart your computer. We will install a fresh copy of your Operating System."

But with every restart, it starts at the beginning and I keep getting stuck. How can I just get to Restore, or otherwise reinstall Windows on my new hard drive? I had Windows 10. I don't care if I reinstall 10 or bump to 11, but I'm not sure how to proceed.