Mathematica gave generic solution to Euler ode.
Using assumptions and little bit of known manipulation, you can obtain the solutions given on that web page
For $\lambda>1$
Clear["Global`*"]; ode = x^2*y''[x] + 3*x*y'[x] + lam*y[x] == 0; sol = y[x] /. First@DSolve[ode, y[x], x, Assumptions -> lam > 1]

The only trick is to convert the above to trig, using Euler relations. There might be easier way to do this, but I could not find it now. We need to implement the following transformation
\begin{align*} c_1 x^{\alpha + i \beta}+ c_1 x^{\alpha - i \beta}&= x^\alpha (c_1 x^{i \beta}+c_2 x^{ -i \beta})\\ &=x^\alpha(c_1 e^{\ln x^{i \beta}}+c_2 e^{\ln x^{-i \beta}}\\ &=x^\alpha(c_1 e^{i \beta \ln x}+c_2 e^{-i \beta \ln x}\\ &=x^\alpha(c_1 \cos(\beta \ln x)+ c_2 \sin(\beta \ln x)\\ \end{align*}
The last step above is just Euler's relation.
The above is done using:
ClearAll[a, b]; exponent = sol[[1]] /. Times[Power[x, a_], any_] :> Expand[a]; {a, b} = exponent /. a_ - I b_ :> {Simplify@a, Simplify@b}; sol = x^a (C[1]*Cos[b*Log[x]] + C[2] Sin[b*Log[x]])

For the other two cases, no need to help Mathematica, it gives the solutions as is, when using assumptions
$\lambda =1 $
sol = y[x] /. First@DSolve[ode /. lam -> 1, y[x], x]

$\lambda < 1 $
sol = y[x] /. First@DSolve[ode, y[x], x, Assumptions -> lam < 1]

Update to answer comment
What do you mean by "generic solution to Euler ode" in the first line?
I mean the following. This is what Mathematica basically did
$$ x^{2}y^{\prime\prime}+3xy^{\prime}+\lambda y=0 $$
Let $y=Cx^{r}$. Substituting into the ODE this gives \begin{align*} x^{2}Cr\left( r-1\right) x^{r-2}+3xCrx^{r-1}+\lambda Ax^{r} & =0\\ Cr\left( r-1\right) x^{r}+3Crx^{r}+\lambda Cx^{r} & =0 \end{align*}
Simplifying, since $C x^{r}\neq0$ gives
\begin{align*} r\left( r-1\right) +3r+\lambda & =0\\ r^{2}-r+3r+\lambda & =0\\ r^{2}+2r+\lambda & =0 \end{align*}
Using the Quadratic formula, $r=\frac{-b}{2a}\pm\frac{1}{2a}\sqrt{b^{2} -4ac}=\frac{-2}{2}\pm\frac{1}{2}\sqrt{4-4\lambda}=-1\pm\sqrt{1-\lambda}$. Therefore
\begin{align*} r_{1} & =-1+\sqrt{1-\lambda}\\ r_{2} & =-1-\sqrt{1-\lambda} \end{align*}
Hence the general solution is the sum of the two basis solutions given by
\begin{align*} y & =C_{1}x^{r_{1}}+C_{2}x^{r_{2}}\\ & =C_{1}x^{-1+\sqrt{1-\lambda}}+C_{2}x^{-1-\sqrt{1-\lambda}} \end{align*}
It is a generic solution, since it does not know anything about $\lambda$ it could not simplify this any more.
DSolve[x^2*y''[x] + 3*x*y'[x] + \[Lambda]*y[x] == 0, y[x], x] // Simplify // Expand
