An updated website should load quickly, Pearson said, and have a limited number of subordinate pages.

The tech marketing effort can’t end there, said Fortner. The website and its content have to be promoted on social media. At Signature FD, much of that work is accomplished through campaigns coordinated on SalesForce.

“You have to drive traffic to your website,” Fortner said. “You also have to drive engagement. You can’t just walk away from content, especially on social media.”

Social media and web content are also good ways to keep clients engaged, Pearson said, as Nepsis has used video and e-mail blasts to calm clients and to inform investors during the volatile markets of early 2016.

Such tools can also be used to receive feedback from clients and prospects, said Bruckenstein.

“In-person interviews, client surveys, net advocacy scores and social media interactions give you an idea of what they’re saying,” he said.

Bruckenstein also said that advisors should stop worrying and learn to love robo-advisors because their clients likely want some sort of automated investment management.

“Those of you who say that your clients aren’t interested in any kind of digital advice platform should know that isn’t what the statistics are showing us,” he said.

All three of the panelists were interested in robo advisors, with one firm, Pearson’s Nepsis Capital Management, implementing Jemstep.

Fortner said that Signature FD is still in the early planning stages, exploring its digital advice options.