how do we construct our ranges without capping our range and lose value?

ie: 

HERO raise CO, SB calls.

FLOP : 9T3r. check, bet, call

TURN : K check, check

RIVER: check, HERO ??? 

We probably don't want to bet the turn with hands like QT, or JJ. Since K on turn should help villains range better than ours. On the river, if we bet villain probably knows we never check back a straight or TT/99 and can check raise thin for value and bluffs. What can we do about this? Not bet QT/JJ on river? or does it not matter since villain himself loses value by checking river