His father succeeded an elder brother as baronet in 1854, and in 1876 was raised to the peerage as Baron Gerard.
William was educated at Oscott College, and succeeded his father as baron in 1887.
From 1899 to 1900 he served in South Africa during the Second Boer War, where he was and extra Aide-de-camp to General Sir Redvers Buller in Natal.
For his service he was mentioned in despatches, received the Queen's South Africa Medal with six clasps, and was appointed a Companion of the Distinguished Service Order (DSO).
He was lieutenant-colonel and Honorary Colonel of the Lancashire Hussars, a Yeomanry regiment.