Thanks for all the advice, guys. I didn't see wraith and mouser's posts before I talked to the guy, but it worked out anyway.
I made it clear exactly what I was willing to do (i.e. absolutely nothing beyond the simple set-up originally described), and gave the guy the number of a local full-time web guy when he starting talking about "getting lots of hits."
SEO wasn't in the original description, so it gave me the excuse to pass it on this way (didn't want the job in the first place, was obligated to meet with the guy for family-politics reasons). Er, you may wonder why I didn't just ask the full time guy for a price in the first place; fact is, it just felt kind of rude. You know, "Excuse me, sir, what price should I charge to undercut you in obtaining some local business?" Wouldn't matter how I phrased it, the guy would know the intent. Or at least that's what I always imagine in situations like that.
Thanks again; the info in this thread now gives me a great starting point to work from if I should get cornered again!