I feel them in my L-back and forearms like crazy. I also feel them in my ass, then I get all self concious about having a big ass, but then I remeber that I'm a guy and that it doesn't matter if I have a big ass or not - because this baby's got back.
I do them conventional, no wraps or belt.
How much weight/sets/reps are you using? Also, what way are you using the deadlift in your routine? Do you want to excel in the lift or do you just include it as a 'mass builder'?