HAWTHORN’S Mark Williams has never been afraid to put on a show for the cameras.

In his first few years in the competition, the forward became famous for his 'shotgun' celebration after goals but last season turned infamous for simulating a choke in a mock gesture aimed at his Port Adelaide namesake.

But with experience comes wisdom and Williams said he realised he had to tone down the theatrics.

"I’ve settled it down a bit. I was a bit younger and I’m 26 now even though I feel like I’m about 32. I settled that down because it’s an individualistic thing," he said.

"The midfielders and defenders get the ball down to me so I praise them and try to be more team-oriented."

Williams landed himself in hot water for the choke signal but said his new-found modesty was his own decision, not the result of a tap on the shoulder from coach Alastair Clarkson.

"Looking back on it (the goal celebrations), I was starting out in AFL and it was a big thing," he said. "The excitement of running out there in front of a big crowd got to me.

"I matured and looking back on it when you’re down by 40-odd points and celebrate like that it isn’t a great look."

Williams has had plenty of chances to celebrate goals – booting 242 at over 65 per cent efficiency.

He is regarded as one of the competition's most reliable kicks and puts his success down to confidence that comes with practice.

"I suppose every goalkicker needs a set routine. When it comes out at training you have to put yourself under fatigue and develop a routine so that when it comes to game day you’ve got no problems with the crowd or whatever the situation is," he said.

"I just go back and have no bad thoughts in my head. I’ve got my same routine and it has worked so far. I’ll just stick to that."

Williams was Hawthorn’s prime target up forward until Jarryd Roughead and Lance Franklin emerged to share the spotlight.

"They’ve had a fair bit of attention. I suppose the opposition drops the spare man back in front of them and when you’re playing two-on-one it is hard," he said.

"We need to be able to use the spare man around the stoppages and make the opposition more accountable."

With Cyril Rioli sidelined with a hamstring tear, Williams is aware more responsibility falls on his shoulders as a small forward.

But he said he was already prepared to show the lead to his younger teammates.

"I’m probably the oldest player in the forward line. I’m trying to instruct a bit more and help the younger blokes out," he said.

"With Cyril going out, he has carried us for a while and he can only do so much. Hopefully I can pick up where he left off.

"When he gets back in the side it will make it easier on me and the team."

Williams couldn’t pinpoint a reason for Hawthorn's frustrations this season but said he and his teammates were confident they could improve in the second half of the year.

"I suppose it is little things like caring for each other. If someone doesn’t play their role for the team they’re letting down the other 21 players," he said.

"In the first 12 games we’ve played it has been like a rollercoaster if someone is not chasing in the forward line or bringing the ball to the ground. It puts our defence under a lot of pressure and hopefully we can address that.

"With 10 games to go hopefully we can get on a winning streak. We’re only one game away from third and fourth position. They are still up for grabs."