If that's a full-time gig, that pay is insulting for an experienced front-end developer. I am getting paid over twice that (yes, after the conversion) as a junior front-end dev. I don't have a degree or any significant work experience and live in Boston which I imagine has a marginally lower cost of living. I realize you probably aren't the person who sets that price but it just needed to be said - you will certainly not find the right person if your not willing to pay them appropriately.
Some mid range UK developer posts pay that across the UK, but there are plenty out there that quickly pay more. London should be paying at least £6k more than that just for cost of living.
London is where developers go to earn the "kick" to their salary that they can then move to the sticks on.
More important is that the pay progression is like, given the difficulty in firing people in the UK compared to the US you often find pay ramps up quickly.
