In this paper we briefly describe a new conceptual model for XML data called XSEM and how to use it for modeling XML interfaces of services in service oriented architecture (SOA). The model is a combination of several approaches in the area of conceptual modeling of XML data. It divides the process of conceptual modeling of XML data to two levels. The first level consists of designing an overall non-hierarchical conceptual schema of the domain. The second level consists of deriving different hierarchical representations of parts of the overall conceptual schema using transformation operators. Each hierarchical representation models an XML schema describing the structure of the data exchanged between a service interface and external services.