There are raids and dungeons, just the same as WoW, but yes, there is a lot more scope for PvP, though it's not forced on you.
I'm level 33, and I've had some great world PvP. The best thing is there is no massive gear inflation, so top levels can't just run in and one shot a low level. Me and DP were both able to kill level 40s when we were level 20. So, if PvP isn't your thing, you can at least rest assured that ganking isn't anywhere near as bad as it can be on WoW.
And the battlegrounds are much more fun in my opinion, even though they're essentially the same format. But my opinion could change when I get to top level, I've still got a few things to learn!
The best selling point for me though was there are certain things about Rift that you wonder why WoW never did them. Sometimes playing WoW made me feel like I was being punished for something I hadn't done. How difficult it was to earn enough gold to buy bags, etc. How you didn't get a mount until level 40. How you couldn't do any significant customisation to your character's talent specs until at least level 20.
Rift is different. You get your first mount whenever you get enough money, you can easily afford bags by about level 10, you start choosing your spec from the very first quest.
The only thing is that RP (don't know if you like that kind of thing) needs a bit more work from the developers. At the moment, the range from which you can hear a /s is a bit too wide.
takes deep breath