You have to play around with your lure's size and shape to see what works best for you.
I have found, thanks to the members here at TU, that the position of the line tie in the bill is the key for me.
For cranks with the line tie in bill itself, I want at least a little more bill in front of the line tie than between the line tie and the lure.
The closer the line tie is to the lure compared to the amount of bill beyond it, the wider the action of the lure.
If I have less bill in front of the line tie than between the tie and the lure, it will swim like a stick.
The more bill in front of the line tie compared to between the tie and lure, the wider the X like action of the lure. Just know that you will reach a point where the lure may blow out, because the ratio of bill before and behind the line tie is too great, causing instability. That will teach you the limits of that lure's bill configuration.
You have to play around with your lure's size and shape to see what works best for you.
I've also found that bill width is important. For cranks I want to dive well and have a wider action, I try to make the bill at least as wide, and usually a little wider, than the fattest part of the lure body.
The same goes for shallow cranks with the line tie in the nose of the lure instead of in the bill.
A good way to get started is to use a store bought lure that works with the action you want as a guide. Try and copy the proportions and ballast weight distribution of that lure to begin with, so you can make a lure that works.
After that, you can begin to play around changing stuff to see what does what and why.
I match the ballast weight distribution by floating the lure I'm trying to imitate in a bucket of water, and weighting my crank with split shots hung on the belly trebles hook points until my crank hangs the same way.
If I need to add ballast, I try to put 2/3 in front of the belly hook hanger, and 1/3 behind it, and keep both as close to the hook hanger as possible without weakening the hook hanger.
For me, it's not an exact science, but it is doable, and the general rule/guidelines I learned here make it easier. I can make cranks that swim, so I know it's possible for anyone.
Good luck, and let us know how your lure turns out.