When I started doing deads for the 1st year or so I didn't have bloody shins.
Then I realy started working on differant kinds of forms. And watched Ian King video on the deads. I am doing deads the way he instructs to do them.
I dont think if your shins bleed your doing them wrong. And I dont think if your shins dont bleed your doing them wrong. There is many dif. forms I've seen out there when people do the dead. I see so many people with rounded backs doing deads and barely and bend in there knees @ all. They lift primarily with the lower back.
I get into position bend down. Squeeze my butt checks and abs, do my best to keep my back as straight as possible, retract my shoulder blades, chest out. Then when I'm ready I tighten up the slack in my arms and legs and lift, doing my best to keep my shoulders slightly in front of the bar then when above my knees explode with by pushing my hips forward while sticking out my chest. This way I find to be the best looking. Using more musccle groups. And yes I deadlift a little less then I would be if I didnt care about form or my lower back. But I find this way to be the most taxing on my body.
I would recomend watching kings deadlift video.
I know there are many other techniques people use when deadlifting, again this is how I do it. And trust me, if you do it right and look in a mirror with a side angle it's beautiful when all put together corectly. Looks like water flow down a river. FLUENT!