Will is essentially a pimp. He always wears a purple suit with a brown shirt underneath, indicating he represents the 3rd Street Saints. He has a gold chain around his neck. In the "...But It Sure Is Fun" cutscene for Snatch he holds a golden goblet and smokes a cigar. He also has a small gap between his upper front teeth.
Will set up a brothel in Saint's Row and supported the 3rd Street Saints; wearing a purple suit and driving a Hammerhead with a purple body. His brothel started off small and had only one employee, an obese prostitute named Peggy. With the help of The Protagonist, Will cleaned up the competition and snatched prostitutes from rival pimps under the protection of other gangs, becoming successful.