leave some room for role-playing if it would fit with the game (for example, a RPG like game would totally work for roleplaying, and so will a game like disturbing smile, however, other games like a obby speedrun type would not fit)
since your game is a puzzle game, i would suggest having a story-line for each level, so it would be immersive, and causes players to role-play without having to actively try to make up a story themselves, meanwhile, players who do not enjoy roleplaying could either ignore the story, or simply follow it, but not roleplay with it.