If this happens during a new install, the printer might be failing to recognize the "Setup" cartridges. Remove all ink cartridges. Perform the (Step 1) with cartridges removed.
Sometimes the traditional web installer fails, but the UWP (Universal Windows Platform) app works flawlessly. This is especially effective for HP Deskjet, Envy, and LaserJet series from 2015 onward.
If the standard installer continues to fail:
If you are setting up a new printer, ensure you are using the that came in the box, as regular retail cartridges may fail initial calibration.
With the printer on, disconnect the power cord from the back of the printer. Unplug from Outlet: