Here is a screen capture of Jordan from his site studentlawns.org
Good for Jordan. This site is really well put together and it promotes him. Gives a little story about him.
No matter what your story is, it makes you unique. The position he uses is that he is a high school student and is saving for college. A potential customer may go to his site and see him and read his story and want to hire him.
How often do we see LCOs not want to promote themselves because they feel they are too young, well take a look at this site. Wouldn't you consider having Jordan take care of your lawn after reading his site? He seems very capable.
What makes you and your firm unique? Once you know what it is, promote it.