The missing idea here is often called plotting position, which is a precise recipe for the version of cumulative probability to be used. With your example of $20$ data points, plotting against (results for) cumulative probabilities $(1, 2, \dots, 19, 20) / 20$ or $0.05, 0.10, \dots, 0.95, 1$ wouldn't treat the tails symmetrically while plotting against (results for) $(0, 1, \dots, 18, 19) / 20$ or $0, 0.05, \dots, 0.90, 0.95$ would just reverse the problem.
But plotting against (results for) $(1/2, 3/2, \dots, 37/2, 39/2) / 20$ or $(0.025, 0.050, \dots, 0.950, 0.975)$ splits the difference and treats the tails symmetrically. Hence the rule (rank $- 1/2)$ / sample size for plotting positions. It is often attributed to Hazen but the main idea can be found in Galton's work earlier.
This isn't the only solution and indeed there are many others, such as rank / (sample size $+ 1$) or (rank $- 1/3$) / (sample size $+ 1/3$), some with more or less elaborate rationales. There is a rather agitated and even angry little literature about which choice is "best". Almost all choices in current use belong to a family (rank $- a$) / (sample size $- 2a + 1$), so those mentioned correspond in turn to $a = 1/2, 0$ and $1/3$. It shouldn't matter much for graphical purposes which you choose and you could follow personal taste or local tradition or habit.
It gets more subtle. A plotting position of $0$ would be useless for any reference or brand-name distribution without a finite minimum and a position of $1$ would be useless for any such distribution without a finite maximum. So, jumping quickly to your specific application of normal quantile plots, which is a very common example, calculation of expected quantiles for a normal or Gaussian distribution obliges us to have a rule which avoids $0$ and $1$ as plotting positions. That is, in principle, a normal distribution has tails that stretch to negative and positive infinity, which are the values corresponding to cumulative probability 0 and 1 respectively. Clearly we can't plot such values.
The plotting positions are not percentiles, but their positions or labels. Strictly and historically, percentiles are actual or interpolated values on a variable, not the associated cumulative probabilities. Some people talk of percentile ranks, which can be a useful term. It seems more often conventional that percentile ranks are themselves quoted as percentages, but that is the same idea.
Some more details and references can be found here. Translation of the Stata code to your own favourite software if different should be trivial. (Clearly, the OP's question is about Excel, but this answer is directed more widely.)