With the rise of information and communication technologies, along with commencement of context - aware web services, the whole internet platform has inclined towards pervasiveness, exploring the way for the brand new world of the "future internet". However, they bring the issue of personal privacy to the picture, as context-awareness not only natively depends upon the collection and processing of the context information, but also the loose architectural concepts of web services increase the leakage-proneness of the data flows. This paper aims at contributing privacy management layer to the context-aware web service architecture, encouraging the concept of privacy awareness in this class of services. The described architecture provides means for privacy in context targeting the user privacy preferences to discover the most secure and flexible web services. An effective and efficient technique is proposed which generates the ranking order of web services on the basis of user's privacy preferences.