Note: This is specific to the UK. My experience of recruitment more generally is that it varies a lot internationally.

I've been asked to write a letter of recommendation for an undergrad applying for further study. I'm happy to do it, and want to pitch it at the right level for a good student who's well suited to . I'm more familiar with writing references for job applicants (students moving on from academia), and I'm not sure if the same tone is appropriate. Most of the advice I can find online (and there are plenty of related questions here) is tailored to the American system, where such letters (i) seem to carry more weight, and (ii) seem only to be helpful if they describe the candidate as the most amazing student the referee has ever met.

In this case I'll be using an online form, so the format isn't really an issue, just the content