Advice that's seldom taken, is to tailor your CV to each job you apply for. Sure it's more work. But you're willing to work, right? Otherwise you'd be signing up for DSS instead, right? I've done this for every job I've landed successfully. The custom-tailored CV makes me look like the custom-tailored applicant.
In my experience as a hiring manager, this is
the key piece of advice, not just for a CV, but for a cover letter too. Do some homework about the place you are applying for and say what you like about them and why you would be a good fit.
And remember, it's not about "why do I want this job," whether it's in writing or in an interview. The question you have to answer is "why am I the person you want for this job." I can't tell you how many people I have interviewed or seen applications for where they say "I want to work for you because I need experience in the sort of work you do" rather than "I want to work for you because I'm absolutely awesome at the stuff you do."
(Ask not what this job can do for me, tell what I can do for this job.)