I'm going to assume by webservice you're referring to some sort of API.
RESTful interface all the way...
WSDL wise... I've always created a custom API docs layout that gets updated. I hate trying to conform to some theoretical industry standard that not too many people actually follow. I feel like too much time is wasted trying to conform rather than creating a usable product that's customized to your target audience ;)
JSON all the way for transport format... Every language has a JSON lib / function collection these days. It's much less verbose, allows much more logical data structuring, and is super easy to implement.
As far as the best "way" to develop the service it really depends on the requirements. One common problem I see with startups and smaller companies is the scalability factor with blocking code paths. If you have complex jobs that require a lot of processing power you should not return the results of the query but instead return a token/hash/id for the job so that subsequent requests can be made to check/retrieve the result.
Does that answer your question / point you in the right direction?
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