I haven’t seen many William Rufus pennies yet in my digital and real-life travels. Here is a splendid and extremely rare example being offered for sale at York Coins.
TP12 – William II (Rufus) (1087-1100), Silver Penny, 1.37g., 22mm, Cross Pattée and Fleury type (c.1095-1098), Shaftesbury – Baldwin, crowned facing bust of king, holding sword +PILLELM REX, rev., cross pattée over a cross fleury, [+ BA]LDEPI(NE) ON · SC, (N.853; S.1261), good very fine, lightly toned, areas of weakness in legends, of the highest rarity, the second known and the only example of this type for Shaftesbury in private hands, the other being in the Swedish Royal Coin Cabinet, Stockholm. $6995
Thank you York Coins for image and attribution.