William Hill Review and Ratings

Read our expert William Hill Review and Ratings. We assess of all key aspects of online bookmakers that are essential for a modern, professional and sound online football betting bookmaker. That includes betting markets offered, odds, their website, William Hill live football betting opportunities (in-play), quality of customer service and promotions.

William Hill Review

William Hill Review – Ratings Overview

In this William Hill review you will read detailed information about all the key aspects of William Hill. But first, let’s have a look at the ratings overview.

William Hill odds
William Hill markets
William Hill website
William Hill live football betting
William Hill customer service
William Hill promotions

*Star ratings are based on our personal opinion of the bookmakers we work with. We also take customer feedback into account in our rankings.

William Hill Ratings

When a customer chooses which bookmaker to open an account with, he takes into account many aspects: odds, markets, website, promotions… Our expert tested the options for you, evaluated and explained them.

William Hill Odds

Hills like to advertise the fact that they have the best football odds, although it’s probably stretching the truth a bit. They are reasonably competitive with pricing but have the same problem as Ladbrokes by virtue of the fact that there is shareholder accountability. Indeed, while you will often see the William Hill traders offer best prices about teams in the match betting, it’s usually the outsider which less punters want to back. Certain markets like Anytime Goalscorer and Draw No Bet tend to yield the best value.

SCORE: 7 (out of 10)


It’s a case of quality over quantity for Hills as far as sports covered are concerned. Although Playtech recently climbed into bed with William Hill and the company became more aggressive as a result, the market offering is still very UK-centric. That means an excellent horse racing service. The firm are one of the first to go live with the odds on daily racing. They were also one of the first to offer Best Odds Guaranteed (T&C’s apply) on all UK meetings.

There is also an impressive selection of betting opportunities when it comes to soccer. You can expect over 100 pre-match bets for the biggest games, with 65 ‘Goal Markets’ created such as:

  • Race to 3 Goals,
  • Highest Scoring Half,
  • Time of First Goal…

This is the widest range of markets that we have encountered with any bookmaker. William Hill Live Football Betting (In-Play) also provides customers with plenty of choice.

SCORE: 9 (out of 10)


The William Hill website has changed several times over the past few years. It finally appears that they are close to getting it right. The site is certainly a lot quicker than previously. Hills is one of the few firms to list the sports in a horizontal menu rather than a vertical one. However, the bet slip is displayed nice and prominently whichever page you visit. There is also a nice rotating graphic which advertises the big upcoming events.

There is a section devoted to William Hill Live Football Betting. Customers can also enjoy a range of other services when they sign up with this bookmaker. Hills offer lots of live streaming. There’s also the popular William Hill radio which provides commentary of racing and soccer every day. The website loads fairly quickly and placing a bet is a very straightforward procedure. There are eleven different language options available at the time of writing.

SCORE: 9 (out of 10)

William Hill Live Football Betting (In-Play)

William Hill’s live football betting In-Play service is a modest offering. It’s a little confusing as the markets aren’t all visible when you click on a particular soccer match or tennis game. The customer will want to see every betting opportunity that is available. While plenty of information regarding the match is displayed (time of match and scoreline), this should stand out more against the other more spurious information such as number of bookings and corners. However, it’s a reasonably dynamic service and the William Hill odds update fast.

SCORE: 8 (out of 10)

William Hill Customer Service

Trying to find a contact telephone number or email address is not the most straightforward procedure. William Hill try to steer you in the direction of the FAQ’s. They are generally helpful, but many customers will not appreciate having to hunt around for information. Indeed, by clicking on the ‘Contact Us’ tab, you are taken through to an online form although there are available:

  • live chat,
  • email, and
  • telephone options (the freephone UK number is 0800 085 6296).

The staff have good knowledge and they should resolve your query within minutes.

SCORE: 7 (out of 10)

William Hill Promotions

New customers can qualify for mobile exclusive offer and get £30 in free bets, when they register using the promo code. Simply make a deposit and place your first bet of at least £10. They will match the stake up to £30 free bets once your first bet has been settled. There are also several other promotions on offer. (T&C’s apply)

William Hill Welcome Offer: Bet £10 Get £30, Credited as 3 x £10 bets

Key T&C’s: 18+. Play Safe. From 00:01 on 18.10.2022. £30 bonus. New customers only. Minimum £10 stake on odds of 1/2 (1.5) or greater on sportsbook (excluding Virtual markets). Further terms apply. #ad

Read more about William Hill welcome offer.

There are also a regular competitions where players can win free bets. The Best Odds Guaranteed on UK racing is very popular with customers (T&C’s apply). There are also some generous offers available when it comes to the William Hill casino and poker room.

New Customer Offers, T&C’s Apply, 18+. Please Gamble Responsibly. See details directly at William Hill.

SCORE: 8 (out of 10)

About William Hill

William Hill are one of the most established names in the betting industry and perhaps the most trusted gambling brand. The company was founded in 1934 and now operate in three ways:

  • through their retail outlets,
  • the telephone betting operation, and
  • the online offering.

Hills have been listed on the London Stock Exchange since 2002. They have nearly 17,000 employees which are based in the UK, Ireland, Gibraltar, Israel and Bulgaria. Indeed, they decided to move the sportsbook operation to Gibraltar for tax reasons in 2009.

Summary of the William Hill Review

William Hill don’t really have a weakness, although there are certainly things that one of the world’s biggest bookmakers can do better. At least their website is now proving to be a success after several false starts. The range of soccer markets has to be seen to be believed. This translates to lots of choice when it comes to William Hill live football betting, although the live product can be tightened. For more information about William Hill and their Free Bet Offers and bonusses check William Hill Free Bets.

OVERALL SCORE: 48 (out of 60)
– 4/5

Click here to view the Free Bets Offers.

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