The current research explores the importance of surface lubrication and convective boundary conditions in the flow of non-Newtonian Williamson material. Rosseland radiative heat flux and viscous heating are also considered. The phenomenon of the generation or absorption of internal heat is studied. The conservation laws of momentum, mass, and energy are used to model the problem with suitable boundary conditions. With the help of appropriate transformations and the finite difference method, highly nonlinear equations of governance are solved. The influence of key parameters on Bejan number, velocity, entropy production, temperature profiles are analyzed by parametric analysis. It was found that the entropy generation rate improves due to the presence of the Rosseland radiative heat flux and the convective boundary on the lubricated surface. The sliding condition on the lubricated surface has lengthened the structure of the velocity boundary layer, while this trend is opposite to the thermal field. The dissipation due to the viscous forces of the Williamson material improves the production of entropy.