Metadata contains a reference that cannot be resolved

While adding a service reference to my project, I started getting an error

The HTML document does not contain Web service discovery information.
Metadata contains a reference that cannot be resolved: 'http://localhost/IDM.ProVue.DAWS/WS_Results.svc'.
Content Type application/soap+xml; charset=utf-8 was not supported by service http://localhost/IDM.ProVue.DAWS/WS_Results.svc. The client and service bindings may be mismatched.
The remote server returned an error: (415) Cannot process the message because the content type 'application/soap+xml; charset=utf-8' was not the expected type 'text/xml; charset=utf-8'..
If the service is defined in the current solution, try building the solution and adding the service reference again.

I had added other service references without issues and was having a bit of trouble finding out what the problem is. The suggestions given in browser (if you try to browse from IIS Manager) were about setting httpGetEnabled to true. So I checked in the web.config of my service site and found it was set to true.

When I opened the WCF config editor (my preferred way of modifying service site web config) I saw that the "Behavior Configuration" value for the the service was not set. Selecting the right behavior from the drop down was all that I needed to do.