What is a cover letter – and why is it important?

Whether you’re applying for your first job, a new position or even an apprenticeship – your cover letter is one of the most important steps on your path to your dream job. It’s a chance to introduce yourself, show your previous experience, and express why you’re interested in the role you’re applying for. Ideally, it complements your CV by adding more context, showcasing your personality, and demonstrating that you understand what the company is looking for.

In the UK job market, where competition is tough and hiring decisions are often made based on small details, a well-crafted cover letter can be the decisive factor that sets you apart from your competitors. A good cover letter shows your potential new employer why you’re not only qualified but also motivated – and that can make all the difference.

You’re currently on the hunt for a job and wondering how to write a good cover letter? In this guide, we’ll explore how to craft a great cover letter from start to finish. You’ll learn what to include, what to avoid, and how to bring everything together in a way that feels (and reads) both professional and personal. And you’ll also discover how to make your cover letter stand out with a clean and professional design with the help of Adobe Express – making sure your letter makes an impact before the first word is even read. Let’s dive in!

Key elements of an effective cover letter.

A cover letter is the heart of any job application. Accordingly, you should put your soul into writing it. Why? In the competitive UK job market, a well-written cover letter can help you cut through the noise. Think of it as a pitch – an opportunity to tell your story, show that you’ve done your homework and, most importantly, that you really care about the role you are applying for.

But how do you write a good cover letter? Let’s start with the basics. Here are the essential elements every cover letter should include:

• A personalised greeting: Generic openings, such as the classic “Dear Sir or Madam”, might suggest that you’ve sent the same letter everywhere. To write a good cover letter, take the time to research the name of the hiring manager or department head to whom you’re addressing your letter. If you can’t find a name, use something as role-specific as possible, such as “Dear marketing recruitment team” (depending on the job you are applying for). This small step shows initiative and professionalism.
• A compelling introduction: The opening paragraph is your hook. It should state which role you’re applying for and why it excites you. Avoid vague phrases like “I’m writing to express my interest…” and instead aim for something more specific and engaging. This opening sets the tone and shows that you’ve done your homework.
• The main part: This is where you bridge the gap between your past work experience and the role you are applying for. It’s not about listing everything you’ve done – that’s what your CV is for. Instead, choose one or two achievements that are particularly relevant to the job, and explain the impact you had in these projects. Use this section to demonstrate how your experience matches the job description. If the company is looking for leadership, communication skills, or problem-solving skills, provide a clear, concise example of where and how you’ve demonstrated that in action. A good rule of thumb is quality over quantity – one strong example often speaks louder than five vague ones.
• A conclusion with clear next steps: A good cover letter ends with an intention. Reaffirm your interest in the job, express your appreciation for considering your application, and suggest the next step (usually contacting you to schedule an interview) without sounding pushy. Then, include your contact details, even if they’re on your CV. This makes it easier for the hiring manager to reach out.

5 tips for writing a great cover letter.

Once you’ve nailed the structure of your cover letter, the real craft begins. But don’t worry – we’ve got you covered. In this section, we’ll talk about how to write a good cover letter. These five tips will help ensure your cover letter doesn’t just tick the boxes but actually makes a lasting impression and helps you land your dream job.

1. Tailor your cover letter to the role you’re applying for.

There’s no faster way to lose a hiring manager’s interest than sending out a generic cover letter. A strong cover letter should feel as though it was written with this specific role and this specific company in mind. That mostly means reflecting the language of the job description, aligning your work examples with the company’s values and projects, and making it clear that you understand what they’re looking for. Even small tweaks, such as referencing a recent project or including a hint to their mission, show you’ve done more than just skim the company’s website.

2. The opening is what truly matters.

If there’s one element of your cover letter that deserves special attention, it’s the opening. Don’t waste your introduction on the usual filler phrases (“I am writing to apply for…”) – start strong and make the first sentences count. Your first paragraph should express what excites you about the role and immediately position your relevance. A confident opening sets the tone for everything that follows and encourages the reader to keep going.

3. Include results.

You’ve got the experience? Prove it! To write a good cover letter, use one or two fitting examples that demonstrate how you’ve made an impact in your previous job(s). If possible, include some numbers or outcomes. This gives your achievements weight and shows that you think in terms of results.

4. Let your personality shine through.

It might be tempting, but stay away from AI-generated content. Recruiters can tell. The best cover letters sound like they were written by someone with a passion (and not by a bot). That doesn’t mean being overly casual, but it does mean letting your voice and personality shine through. To write a good cover letter, use natural language and be clear, not robotic. If a sentence sounds like something you’d say in a professional conversation, it’s probably a good one.

5. Don’t slack on the formatting.

No matter how well your cover letter is written – bad formatting will reduce your chances of getting the job. A dense block of text is visually off-putting and difficult to read, especially when hiring managers are reading dozens of applications a day. So, to write a good cover letter, stick to one page. Use a clean, professional font and space your paragraphs for easy reading. Your cover letter should not look like a blank Word document. Put a bit of effort into giving your cover letter a clean, professional design, but be careful to avoid over-styling – the design should not outshine the content.

Tip: Always send your cover letter as a PDF, not a Word document. This preserves your layout and shows you’ve thought about presentation.

If you want to leave a professional impression without having to wrestle with design software, Adobe Express offers ready-made cover letter templates. This allows you to create a professional cover letter layout in seconds – leaving you more time to fine-tune the actual content.

Common mistakes to avoid when writing a cover letter.

In a competitive job market, even small mistakes can decide whether you land a job or not. So, what are the common pitfalls and mistakes to look out for when writing a cover letter? We’ll tell you what you should avoid.

We mentioned this one already, but it is important: One of the most common mistakes is sending out a generic cover letter. Recruiters can tell immediately when something has been copied and pasted (or AI-generated) without a second thought. A letter that doesn’t reference the company, role, or anything specific about the business suggests a lack of interest. Tailoring each cover letter will take time, but it’s that extra effort that often gets rewarded.

Another trap is leaning too heavily on formalities or phrases. To write a good cover letter, especially your first few lines should spark curiosity and tell readers why the role excites you (and, ideally, make them read on with interest).

Applicants also often miss the mark by simply repeating their CV. Remember that a cover letter isn’t just a list of your past roles – it’s your opportunity to connect the dots. Rather than describing what you’ve done, focus on why it matters for the role you’re applying for. Think of it as the context that gives your work experience meaning.

Tone can be another pitfall. Some cover letters read as overly formal, others try too hard to impress. To write a good cover letter, aim for confidence without arrogance, and enthusiasm without desperation.

Finally, don’t overlook presentation. A cluttered letter with many typos gives the impression of carelessness. Even the strongest message can be lost in poor formatting or dense blocks of text. Using Adobe Express can help bring structure and visual clarity to your content, ensuring your cover letter looks as professional as it sounds.

From cover letter to CV: How to build a winning job application.

Your cover letter might be the heart of your job application – but at the same time, it’s only one part of the puzzle. In the UK job market, a winning application is a package that showcases your skills, experience and professionalism. Depending on the job you’re applying for, here’s what else you might need to include in your job application:

• CV (Curriculum Vitae): A CV, short for “Curriculum Vitae”, is a formal summary of your work history, education, skills and achievements. In the UK, it’s the central document of any job application, designed to give employers an overview of who you are as a professional. Unlike a cover letter, which is tailored and narrative-driven, your CV should be factual, easy to scan, and neatly structured.
  Tip: With Adobe Express, you can create a clean, modern CV layout that highlights your strengths without overwhelming the reader.
• Portfolio (only when relevant): A portfolio is a curated collection of work that demonstrates your skills, creativity and results. It’s not needed for every job application, but if you’re applying for a role in design, content, marketing, photography, UX, or any other creative industry, a portfolio is often expected. Portfolios can be shared digitally via a personal website, a PDF attachment, or a hosted platform (e.g., Behance). For physical or in-person interviews, it’s useful to also bring a printed version.
  Tip: You can use Adobe Express to easily create a professional-looking portfolio.
• Supporting documents (only when relevant): Supporting documents refer to any additional materials that help verify or expand on your qualifications — beyond your CV and cover letter. While not always required, they can strengthen your application, especially in more technical, regulated or competitive fields. Examples include:
  - Certificates
  - Case studies or project summaries
  - Professional references
  - Cover sheets or bios
  Tip: Did you know that Adobe Express also offers free PDF tools? Use them to edit, merge, or convert your documents and put them together to create a professional job application.

Try Adobe Express today

Customise your cover letter with Adobe Express.

Landing the job of your dreams starts with making a great first impression – and a polished, professional cover letter can set the tone from the very beginning. With Adobe Express, you can create a cover letter that not only reads well, but looks the part, too. Choose from a wide range of expertly designed cover letter templates, personalise the layout to reflect your professional style, and stand out for all the right reasons. Whether you’re applying for your first role or your next big move, Adobe Express makes it easy to design a cover letter that’s clear, consistent, and (fingers crossed!) successful. ---