Compliance is what puts us all on the same playing field, advertising is what attracts customers and service is what keeps clients coming back, all three create a sustainable business model.
Without compliance, you decrease your market to the lowest common denominator, the client who wants everything cheaper, regardless of service. This client will always hunt for the cheapest price, and will probably never be a repeat client.
Compliance is what business owners do for the customer and staff. By providing public liability insurance, the customer is protected. The supply of PPE, creates a safe working environment for staff. Registering with workman compensation, ensures staff are protected in worse case scenario.
Your target market is a client that values compliance.