Positioning is the answer to why a customer picks this business rather than another one.
The default is price
Where nothing else distinguishes two businesses, the customer decides on the number, because it is the only thing that differs.
That is a losing position for almost every small service business, because there is always someone willing to charge less, and the ones who do are usually not accounting for their full costs — see pricing adequacy.
What positions can be built on
Response time. For urgent work this beats price outright, and it is operational rather than promotional — see improving close rate.
Specialisation. A narrow focus supports higher prices and produces better work, at the cost of a smaller addressable market.
Guarantee. A stronger commitment than competitors offer, priced for rather than absorbed — see warranties and guarantees.
Reputation. The most durable and the slowest to build — see customer reviews.
Segment. Serving one kind of customer particularly well: commercial rather than residential, a specific property type, a particular sector.
It has to be true and visible
A claim that cannot be substantiated is worse than none, because the first job disproves it.
And a genuine difference nobody knows about does not position anything. Most small businesses have one and have never stated it anywhere a customer would look.
The test
If the sentence would be equally true of every competitor, it is not a position. "Quality work, fair prices, family owned" is what everyone says, which is why it distinguishes nobody.