All you need to know is that the regression of $q$ on $y$ is determined by standardizing both variables and their correlation coefficient will be the slope.
(In particular this result owes nothing to the assumptions that distributions are Normal; the independence of $q$ and $u$ is sufficient. Thus it will be most revealing to obtain it without recourse to any properties of Normal distributions.)
Preliminary Calculations
To standardize a variable, you subtract its expectation and divide by its standard deviation. We will therefore need to compute standard deviations, expectations, and a correlation coefficient.
Because $y=q+u$,
$$\mathbb{E}(y) = \mathbb{E}(q+u) = \mathbb{E}(q) + \mathbb{E}(u) = \alpha + 0 = \alpha,$$
taking care of computing the expectations.
Turn now to the standard deviations. Recall that it's simpler to work with their squares: the variances. For brevity, write $\sigma^2$ for the variance of $q$ and $\tau^2$ for the variance of $u$. Then
$$\text{Var}(y) = \text{Var}(q+u) = \text{Var}(q) + \text{Var}(u) + 2\text{Cov}(u,q) = \sigma^2 + \tau^2 + 0 = \sigma^2 + \tau^2.$$
Finally, the correlation is computed from the covariance:
$$\text{Cov}(y, q) = \text{Cov}(q+u, q) = \text{Cov}(q,q) + \text{Cov}(u,q) = \sigma^2.$$
(Both these calculations used the simplification $\text{Cov}(u,q)=0$ arising from the independence of $u$ and $q$.)
Therefore the standardized variables are $$\eta = (y-\alpha)/\sqrt{\sigma^2+\tau^2}$$ and $$\theta=(q-\alpha)/\sigma.$$
Moreover, the correlation is $$\rho=\sigma^2/\left(\sigma\sqrt{\sigma^2+\tau^2}\right) = \sigma / \sqrt{\sigma^2+\tau^2}.$$
Solution
We have computed everything necessary to regress $q$ against $y$:
$$\mathbb{E}(\theta\ |\ \eta) = \rho\, \eta.$$
(This is a fact about geometry, really: see the "Conclusions" section at https://stats.stackexchange.com/a/71303 for the derivation, which--although it is illustrated there for Normal distributions--still does not require Normality to derive.)
Expanding, and once again exploiting linearity of expectation,
$$\frac{\mathbb{E}(q\ |\ y)-\alpha}{\sigma} = \mathbb{E}(\theta\ |\ \eta) = \rho\, \eta = \frac{\sigma}{\sqrt{\sigma^2+\tau^2}}\left(\frac{y-\alpha}{\sqrt{\sigma^2+\tau^2}}\right) = \frac{\sigma(y-\alpha)}{\sigma^2+\tau^2}.$$
It is the task of ordinary algebra to convert this back to an expression for $\mathbb{E}(q\ |\ y)$ in terms of $y$, because (insofar as $\mathbb{E}(q\ |\ y)$ is concerned) all variables now represent numbers:
$$\mathbb{E}(q\ |\ y) = \frac{\tau^2}{\sigma^2+\tau^2} \alpha + \frac{\sigma^2}{\sigma^2+\tau^2} y.$$
That is Equation (2). Casting an eye back over the calculations should relieve any mystery about where these coefficients came from or what they mean.