I'm a web developer in London, who's moderately involved in hiring. Most advice you'll get is subjective, but here's my two pence. A 2 page CV is the norm, tho

I'm a web developer in London, who's moderately involved in hiring. Most advice you'll get is subjective, but here's my two pence. A 2 page CV is the norm, though you won't get dinged for a page either way - especially if the content is good. A cover letter can help, especially if it's focused on the company - why you want to work for them, what skills you can bring & why they're relevant, etc. It's also a chance to show off any side projects or Github accounts; if it was a front-end job you applied for, the logo in CSS3 sounds ideal. Don't worry too much about formality of language; polite but friendly is fine. Aim for 2-3 paragraphs. I wouldn't include a photo; that's a little weird in the UK job market, though it's generally understood to mean "Oh, the candidate's from another country."