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Developing flexible business applications is one of the ultimate objectives behind the use of Web services. Before taking part in such applications (sometimes critical), each Web service should be modeled so that its execution can be monitored and design problems can be early identified and addressed. In this article, we propose a novel approach for modeling Web services by distinguishing two types of behavior, namely operational and control. The operational behavior defines the business logic, which underpins the functioning of a Web service, and the control behavior guides the execution progress of this operational behavior by identifying the actions to take and enforcing the constraints to satisfy. This guidance takes place through conversational messages that these behaviors exchange. We developed a prototype system that assists service engineers in specifying, enforcing, and monitoring these behaviors, thereby achieving a better design of Web services.