Here's a couple of designs that I use with success.
The wiggle minnow style dives quickly and has a decent crank bait style wobble to it. It has some weight on it, so it will maintain it's depth better than unweighted types. Comes through brush well and I've caught some huge largemouth bass on it. It will track straight once tuned and won't roll. It can be fished to about two-three feet down on a floating line, deeper with sink tips or sinking lines.
The foam divers are more topwater baits that dive a few inches on strip. These will roll over on a long pull. I usually give them a solid strip to get them to dive, then let them pop back to the surface. Deadly smallmouth lures.