Missions - These are great, the added voice acting and excellent animation in the cut-scenes makes me look forward to these more than anything else in the game right now. Make more, and add some more challenging content to them.
Guild leves - These are a nice way to get experience, but honestly I haven't read a single description on one yet, aside to figure out what to kill and where. Trying to add more lore/story to these would probably not be worth the time, as many players would click through them as fast as they can to run out and get xp. These are all about convenience and do a pretty good job at what they are intend.
This leaves faction leves. There are currently 10 of these in-game, and I think they make an excellent spot to really add additional flavor to the game. Due to the faction point requirements you don't do them very often, and they are something to look forward to as you grind through normal leves. However, in their current form they are little more than a longer slightly harder leve, that occasionally has decent rewards.
What I propose is that after you accept a faction leve, you would be pointed to a starting NPC somewhere in the world. You would talk to them and they could give actual story to these monsters we are killing. Here is a short example...
Wanted: Rorogun the Tailtamer wrote:
A jolly mummer known around the realm for his traveling galago show, Rorogun the Tailtamer is loved by nobles and smallfolk alike. Newly gathered intelligence, however, suggests that the Lalafell actually is a member of the Zer'maat Five, using his pets in the smuggling and exchange of everything from forbidden artifacts and stolen relics to outlawed poisons and contraband. Azeyma's Shields has tracked Rorogun to Gridania, where he is currently conducting daily shows while practicing his foul trade. Join Isleguard W'mhelgo Hena in Tranquil Paths to ambush the mummer as he passes through the area on his way back to his campsite.
Here is how I would envision it... (excuse my poor narrative, it's just an example)
*you gather 100 faction points with Azeyma's Shields and talk to the leve NPC in any town*
"Hey Thenmal I've got a request here for you, seems you've caught the eye of Azeyma's Shields. They've got a special mission for you, if you accept then head out to the headquarters in the Golden Bazaar"
*you head to golden bazaar and talk to a representative...*
"So you are Thenmal, you've been doing a lot of little jobs for us here and there, if you think you are ready we've got something a little bigger for you..." (I'm ready) "That's good to hear. We at the shields stand up to protect the powerless and those robbed of justice. We've recently received a request from Safufu who works in the goldsmiths guild in Ul'dah. She recently had a rather rare family heirloom stolen from her house. She wasn't completely forthcoming with the details, but she seems to think the guards have some idea who the thief was. Head to Ul'dah and speak with her, then use this linkpearl to give me the details." (receive Shields linkpearl)
*head to ul'dah talk to Safufu*
She tells you that she is fairly certain that the guards were paid off not to fully investigate the theft. You inform the shields rep via the linkpearl, he isn't surprised as corruption is rampant in the sultan's city. He then directs you to an informant with the guards who might know more.
*go and find guard*
Guard tells you that the thief was miquote with a hideout in the caves near camp horizon, and he really wishes he could help but he fears for his job.
*head to caves and look for ??? on the wall*
Upon touching the ??? a Mi'quote spawns who attacks you, you beat her down to 20% HP and she relents and tells you that she was prompted to steal it by Rorogun who is currently smuggling it to Gridania. You tell the linkpearl and he tells you that they have someone in the field who has been following Rorogun for some time. You need to head to camp tranquil and rendezvous with the scout.
From here the normal faction leve can take place. You get to tranquil talk to the crystal, it points you to the person and then you go off and fight Rorogun and his smuggling monkeys. When you kill him you get the heirloom and some other nice drop that you get to keep.
Just adding a little dialog and a few extra steps would really go a long way to making faction leves something to really look forward to, at least in my opinion.
What does everyone else think?