Help Launching BF3

Can anyone help me get BF3 running?

I bought the game on Steam. When I click play it opens a website:

https://battlelog.battlefield.com/bf3

Nothing happens when I click around on this website. Launch campaign, join server, etc. Nothing.

BF1 and BF5 always launch their own game window. I don't know how to make this game run. Any help is much appreciated.