Why does my verizon iPhone 5S not say 4G?

Okay so I got the iPhone 5S with verizon and when I'm not on LTE it says 3G. But I've noticed with my friends iPhone 5's that are on AT&T their phones say 4G when there's no LTE. Can I fix this

Huh?
just because verizon doesn't have LTE in the area doesn't mean AT&T doesn't have LTE in the same area. Different carriers

still confused by the question though. If your phone says 3G, then you have 3g because either you somehow turned LTE off (not sure if even possible on iPhone) or you don't have LTE coverage there. If your friends iPhones say they have LTE or 4g then they have it. Its all in the carrier and location man.

AT&T and T-Mobile, along with other carriers call their faster version of 3G 4G as a marketing ploy. HSUPA+ nears the speed of 4G, but still is a 3G technology. The 4G is a deception.AT&T originally fought against it since they were rolling out a true 4G network.

Verizon uses CDMA/EVDO, but makes no differentiation in incremental improvements to the customer.

On GSM based carriers, 4G is actually 3G, only LTE is 4G