Rowlands costarred with Paul Stewart in the 26-episode syndicated TV series Top Secret (1954–55). She guest-starred on such anthology television series as Robert Montgomery Presents, Armstrong Circle Theatre, Studio One, Appointment with Adventure, The United States Steel Hour and Goodyear Television Playhouse, all in 1955. In 1959, Rowlands appeared in the western series Laramie, alongside her husband John Cassavetes in the detective series Johnny Staccato, and in the western series Riverboat, starring Darren McGavin. In 1961, she appeared in the adventure series The Islanders, set in the South Pacific, and in Target: The Corruptors!, starring Stephen McNally. She guest-starred in The Lloyd Bridges Show, the detective series 77 Sunset Strip, the westerns Bonanza and The Virginian, and Breaking Point, all in 1963. In 1964, she guest-starred in the medical drama Dr. Kildare and in two episodes of Burke's Law. She appeared in four episodes of Alfred Hitchcock Presents, three of which were after the series had been renamed The Alfred Hitchcock Hour. In 1967, she was cast as socialite Adrienne Van Leyden in the prime-time ABC soap opera Peyton Place.