Business development or renovation is to introduce newer, more efficient routines and processes through redesign or re-engineering of businesses, which form a set of business patterns. Business patterns encapsulate the best solutions for business practices and tasks confirming business strategies of the enterprise. Nowadays, services with SOA (Service oriented-Architecture) become more and more important in implementing and supporting business routines and processes. An enterprise that can encapsulate their SOA solutions into patterns will make the business more agile and effective. However, with the SOA solutions to automation of locating relevant instance services for its business patterns with minimum human intervention one has to look into the semantic and operational difference between the description of a business pattern and that of an instance service-a gap between the two levels of semantic descriptions. In this paper, we propose a conceptual modeling method to address how to bridge the gap, by a semantic service description for usage contextual approach formalized with the conceptual graphs formalism.