OK, in BSD, generally the web user is "www", "nobody", or "daemon". A standard install will put something like this into /etc/master.passwd
www:*:80:80::0:0:World Wide Web Owner:/nonexistent:/sbin/nologin
The entry after the last colon is the shell ... /sbin/nologin is just a script that echoes "this account is not currently available" and exits status 1.
So, you change /sbin/nologin to a valid shell and rebuild the passwd db. In 'Nix, that's pwd_mkdb, IIRC.
HTH,