I'll be interested to see if you ever figure out how to publish URLs without attaching them to buttons; I've never tried to do that.
Here's what I know about publishing databases to the web...(I hope other members will correct any of this if it's not exactly right)
There are two ways to publish your database to the web with FMP - instant web publishing and custom web publishing.
Instant Web Publishing is done through Web Companion and you can select how your data will be displayed from a list of pre-defined web styles that FileMaker gives you in the "Configure Views" section of the Web Companion setup. If you do not choose a style from the list, you will get the default style. You cannot modify or add to these pre-defined styles.
Custom Web Pulishing is done by adding special tags to the source code of your web pages. You take the web site that you've already designed, and you add instructions in code about which database to pull information from and which fields you want displayed, etc. All of your stylistic formatting is still done in HTML. To do this, you need to learn the FileMaker Pro specific tags that send instructions to the database. These tags are very simliar to HTML, so if you code in HTML it will be fairly easy to pick up. You can use CDML, which stands for Claris Dynamic Markup Language, and is the set of tags that FileMaker put out for this purpose, or you can use LDML, which is Lasso Dynamic Markup Language. LDML belongs to the Blue World product called Lasso, and it is more powerful and able to do more than CDML. CDML is free. LDML comes with a purchase of Lasso. Everything I've needed to do to get my database info on the web, I've been able to do with CDML. When I learned CDML, I found the documentation to be pretty poor. I think there have been books published on it now, so it should be easier.