So I know it's customary not to post results along with hand histories, but here I'd like to get some feedback on a failed bluff attempt I made earlier tonight. I'd like to explain my thought process on each step, so I'll need to post the entire hand.

Villain has only been at the table about 20 hands. No real reads, but he seems like a tight, straightforward player.

PokerStars No-Limit Hold'em, $0.10 BB (9 handed) - Poker-Stars Converter Tool from FlopTurnRiver.com

UTG ($3.65)
Hero (UTG+1) ($21.25)
Villain (MP1) ($8.15)
MP2 ($13.10)
MP3 ($14.35)
CO ($10.05)
Button ($12)
SB ($10.55)
BB ($2)

Preflop: Hero is UTG+1 with Q, A
1 fold, Hero bets $0.30, Villain calls $0.30, 4 folds, SB calls $0.25, 1 fold

Preflop, I just made my standard 3xBB raise.

Flop: ($1) 2, 5, 6 (3 players)
SB checks, Hero checks, Villain bets $0.80, 1 fold, Hero calls $0.80

The near pot-size bet led me to the conclusion that Villain had not made a flush, but probably had one good club in his hand, or maybe a pair. I decided I would try to represent a flush by calling and betting to take the pot away on the turn if a non-club card came out.

Turn: ($2.60) 10 (2 players)
Hero bets $1.25, Villain calls $1.25

Sure enough, no club. Since Villian is unlikely to have a flush in my estimation, and since his bet was called on the flop, I'm thinking he has to be worried that I have the flush, so I lead out with what should appear to him to be a bet for value. Here, I was hoping to reinforce the notion that I had made a flush on the flop.

River: ($5.10) 5 (2 players)
Hero bets $2.80, Villain calls $2.80

When he called my bet on the turn, I figured Villain probably had one big club, i.e. the king or ace, and had called hoping for the 4th club to come on the river. Since it didn't, I decided I would bet out a little over half the pot. Again, I picked this amount to try to disguise my bluff, as if I had made the flush on the flop and believed my hand to be best, I would probably bet about this amount in hopes of getting a call.

Total pot: $10.70 | Rake: $0.50

Results:
Hero had Q, A (one pair, fives).
Villain had 4, 4 (two pair, fives and fours).
Outcome: Villain won $10.20

I was shocked when he turned over his hand. To the extent that I had put him on a weak hand, my read was correct, but he was even weaker than I had expected. Yet, somehow, he still called me down. This leads me to conclude I must have screwed this play up pretty badly.

I welcome any feedback on how I could have played this hand more effectively.