Personally, I think and feel that deadlifts are the best overall back exercise, especially for the lower back. I typically do 3 sets of light warmups sets to 'positive failure' (no forced reps, just stopping at earnest muscle fatigue). Then typically it's on to 4 heavy sets of 4 to 6 reps with a weight that induces positive muscle failure between reps 4 thru 6 on week 1 and 3. On weeks 2 and 4, I go lighter and for higher reps, generally 4 sets of 12 to 15 reps - just so I don't strain myself too much and cause a possible injury. This switch-up is because ... well, deadlifts are a taxing exercise on your body, but when performed properly, and intelligently, are also the zenith of back-attack exercises. I don't want an injury, and I'm not in it for the ego.
Add a good mixture of pull-ups, chins, and bent-over rows for a solid overall back workout. The problem I find with most people and their back-related problems (minus any actual physical ailment) is what I refer to as 'the phobia'- and that is caused because people don't know how to properly work within their limits. Your ego must be left at the door if you want to have a safe and productive deadlift regiment (or any other exercise/workout routine for that matter). Your whole body, back especially will grow more from feel, and a full muscle contraction from each rep than an additional 100, 50, 25, or even 10 pounds.
Remember that posture during the deadlift is key. Keep your legs shoulder-width apart, feet evenly spaced and facing forward. Rest on the heels of your feet, they are your foundation. Bow your knees slightly, and keep your back straight and at what your body feels to be its perfect angle, look down when you place your grip and ensure it's how you prefer to do the 'lift. Realign your head with the angle of your back, looking forward, even slightly upward. Focus yourself, and then pull. Keep your body tensed, muscles susceptible to use, and always keeping your back properly aligned. Do not slouch, keep your shoulder-blades near if not fully pinched as you raise the bar; use your legs as a backing, but try not to roll them up your shins. Always lockout and return the weight safely in a reverse motion. As I said before, I prefer not to go to negative failure or forced reps, this is where most deadlift-related strains occur in my opinion. My personal preference is an over-hand, under-hand grip; I switch it up between a thumbs in and thumbs out every other set - just to alter the feel of the deadlift and 'shocking' your body some. Remember - a deadlift works nearly every muscle, allow for the incorporation of other muscle groups - not necessarily to increase the poundages you're lifting - but to enhance the actual exercise and your body's response.
I don't use straps on deadlifts, and that too is a personal choice. If you decide that you want to try and isolate your back that much more, that's cool too and straps provide a good alternative to freeform lifting. Just remember that it's always better to have a complete, functional and balanced body in terms of conditioning (health-wise, not contest cond.), strength and size. The workout to my forearms, noticeable size gains as well as hands/grip strength from incorporating deadlifts into my back routine is amazing and also beneficial to my workout goals.
In the end, yes you can use a variety of different exercises to work your back and make it grow. Yes your back will grow from a routine that does not include deadlifts; but why avoid one of the best compound exercises there is? Lose the ego, lose the fear - the phobia and just go for it.
... Anyways, that's my late-night 2 cents.
P.S.: Your lower back will never be as complete - as thick or as full - if you do not deadlift, and that's the truth.