30 minutes to fall asleep is not unreasonable. I've read that if you fall asleep too quickly, its a sign you are overtired. Ideally it should take 15-20 minutes. If you still wish to fall asleep faster, try working out (not too close to bedtime), showering, drinking warm milk, read. I usually put a movie or music on as a distraction so I don't stay up all night thinking.
I have the same problem. I just have too many thoughts going through my head. I clear every thought from my mind and turn on a boring soap drama. so boring i fall asleep, but not so boring i start daydreaming. (ha!)