jquery important question

$(document).ready(function () {
    $('a[id*=button]').click(function () {
        var panel = $(this).parent().find('div[id*=effect]');
        if (panel.css('display') == 'none') {
            $.post("ghInsertInsViewCount.ashx", $("form").serialize(), insertCallback);
            panel.fadeToggle("slow", "linear");
            $(this).html('<img src=images/Close.png />');
        }
        else if (panel.css('display') == 'block') {
            panel.fadeToggle("slow", "linear");
            $(this).html('اطلاعات بیشتر<img src=images/down-icon.png />');
        }
        return false;
    });
});

function insertCallback(result) {
    $('aViewCount').html(result);
}