Companies, institutions, and local authorities seek to computerize services to be more profitable in terms of productivity, profitability, quality of service, traceability... The main issues are the identification of problems to solve and the choice of adapted solutions. To build these solutions, functional and technical profiles must communicate to understand precisely the domain, the problem, and the expected features... This paper provides a framework composed of three contributions, which aim to simplify the building of web self-services by functional profiles. The first part deals with a language to specify functional needs using the main concept of goal. This language must be as simple as possible but not limiting. The second part deals with the tool to use this language and, finally, the last section is a set of interpretations to simplify communication between all involved people. To automate a large part of recurrent tasks, all the proposed approach complies with model driven methodology.