He means "if you just want a place to hang your sign", you can go with the basics of a godaddy, etc template.
The biggest issue you run into with the various web mill type sites is the lack of search engine optimization (allows your customers to find you in the search results). If you can roll up your sleeves and do some of the work yourself, the companies you mentioned are serviceable. Just don't buy in to the marketing hype of "build it on our platform and get seen by everyone!", because it just isn't realistic.
If you go through the posts in this forum, especially those asking for "what do you think of my site?" feedback, you'll find plenty of tips, help, advice, and sources to learn the ins and outs. If you don't want to do much with the site, or do want your site to help acquire new customers, I wouldn't recommend the various site builders.
a guy who knows both the lawn business and web strategy