In order to maximize usability while keeping it aesthetically appealing, I would first focus on the goals of the website. For instance, I would highlight ideas such as who is using this website, what type of functions need to be easily accessible, and what type of information needs to be seen as top priority. Once I establish those grounds, I would also ensure that the user flow is clear and that the necessary information is readily accessible. When it comes to aesthetics, I would also ensure there is a consistent visual style. I would ensure that the design feels cohesive with its layout and the aspects, such as typography and font, go well with it.