The evolution of the web exhibits a trend towards the needs of consumers as opposed to providers by offering contextualised information. The same trend is moving towards the notion of the Pragmatic Web by building on the Syntactic and Semantic versions. The ideas of the Pragmatic Web affords an array of opportunities should a business organisation wish to implement a Service Oriented Architecture (SOA) based upon web services. The Pragmatic Web will in the future provide the means to identify and consume contextually relevant web services. However, the challenges to achieve this aim require competencies that move beyond the current boundaries of web technology. Semiotics (the science of signs) is a long-established theory that can make a significant contribution to formulating an approach to discovering and consuming web services in the format of the Pragmatic Web.