In the late 1960s and early 1970s, Bill started winding and offering replacement pickups in the U.S. and working on professional guitarist's instruments at his Greenwich Village, New York custom guitar shop with Dan Armstrong.
Players like Jeff Baxter with the Doobie Brothers and Joe Walsh with the Eagles, and many, many others in the music scene were regulars there. Larry DiMarzio joined the team and when Lawrence left to work with Gibson Guitars, DiMarzio continued with Lawrence's direction and started the first replacement pickup company in the 1970s, DiMarzio Pickups.
Bill Lawrence worked for Fender since 1995, developing a special-design humbucking bass pickup for the Roscoe Beck basses and the American Deluxe Precision Bass. He was also responsible for the Samarium Cobalt Noiseless series, launched in 2004 and used on the Fender American Deluxe Series of electric guitars and basses.
Bill was the guitar consultant for the band Aerosmith for a time, and is mentioned in the liner notes of their album Pump, released in 1989.