Don't ask punctuation to do a word's job, is what we're saying. It dilutes your message, makes you look unprofessional, and leaves you with nowhere to go when you actually do need an exclamation mark. But how's a web writer to know when an exclamation mark is actually called for? Well, to start, you could use the handy flow chart below.
Infographic by: hubspot
Infographic by: hubspot