“Anyone know a good web designer?”
The classic, and the one most designers over-think. There is no brief, no budget and no deadline in it, which reads like a weak signal but is not — the person has decided to hire and is asking a room they trust for a shortlist. Urgency is high because the shortlist forms in hours. The first useful reply usually wins, and "useful" means answering the question behind the question: what should they be looking for.
“Getting wildly different quotes for a site — what's reasonable?”
A buyer mid-purchase, confused, and openly asking to be guided. This is the highest-leverage phrasing on the list and the one most often scrolled past, because there is no project attached to it. Answer it by naming the three things that move the price rather than by quoting a number, and you become the standard every quote they have already received gets re-measured against. Budget is confirmed; the decision is live.
“Our site is embarrassing / ancient / broken on phones”
Pain naming itself, and budget follows pain. The word choice tells you the scope: "embarrassing" is a brand problem and buys a redesign, "ancient" is a platform problem and buys a rebuild, "broken on phones" is a specific defect and often buys a small paid fix that turns into the rebuild three months later. Reply to the exact word they used, not to the category.
“Launching in [month] and need a site fast”
Deadline pressure, which compresses the whole decision into days. Whoever can credibly say yes to the date wins, and price sensitivity drops sharply the closer the date is. Do not lead with your process; lead with what is achievable by that date and what would have to be cut to get there. If the date is genuinely impossible, saying so first is the strongest thing you can do — it is the only reply they will still trust in April.
“Who did [local business]'s lovely new website?”
Someone shopping by example, which means the brief already exists in their head as a finished thing they can point at. Enormously easier to win than an abstract ask, because you are not being asked to explain what good looks like. If it was your build, say so plainly and once. If it was not, the honest answer — what you think makes that site work — still lands you in the shortlist and costs you nothing.
“My developer disappeared mid-project”
Urgent rescue work, and the highest-retention lead on the list: rescued clients stay for years, because the switching cost that stranded them now works in your favour. Expect a half-finished codebase, missing credentials and a nervous buyer. The reply that wins does not pitch a rebuild — it offers to establish what actually exists and what it would take to finish, which is the one thing they cannot assess alone.
“Does Wix/Squarespace count or do I need someone proper?”
A buyer talking themselves into spending. They are not really asking about platforms; they are asking for permission to pay for something they suspect they need. The wrong reply is a dismissal of builders, which reads as self-interested and loses the room. The right one names the specific point at which a builder stops paying for itself — local search, bookings, anything custom — and lets them arrive at the conclusion themselves.