Police are treating it as a homicide.
Detective Inspector Brian Swan of Gold Coast police today said a "scorned lover" could have been involved and an affair with a married woman was among the possibilities.
"A number of people have come forward who knew Mr Williams, a number of females."
But he dismissed reports Mr Williams had been with hundreds of women.
"I can't disclose the exact number of people who've come forward ... it certainly is nowhere near that number," he said.
"One thing is that we're finding out through our investigations is that Mr Williams is a very popular man, very well-liked, highly respected and a very talented man.
"He had a number of close friends both male and female, and certainly he was the sort of person that many people considered to be best friends."
A number of people had been very forthcoming about their relationships with Mr Williams, but very few had said they had any animosity towards him.
Police were keeping an open mind as to what the motive might be.
Mr Swan said it was possible more than one person was involved.
"It's our feeling that someone would have a suspicion or even maybe knowledge of who may be involved in this offence. We're appealing for that person to come forward."
There was no suggestion Mr Williams was caught up in a bad scene or owed people money.
Police have not determined what type of weapon had been used to bash Mr Williams.
A police dive squad would scour nearby waterways for possible evidence over the next few days.
"That's one of the things that they could be looking for."
Mr Swan appealed to the public for information, including sightings of suspicious activity around the apartment complex where Mr Williams was found dead.
