What is his wind down routine? 30 minutes might not be long enough?
I would try bath right after dinner, then snuggle on the couch with you or dad for sesame (which you might consider skipping, since sesame can be very exciting and not calming him down, maybe tape it and show it in the morning instead?)
Does his bath calm him down or wind him up? If the first, I would lengthen it, if the last maybe skip it?
Then put him to bed at 6.30pm, so you're less stressed about him falling asleep, since he's in there so early and read to him (laying down) but slow books (IYKWIM, there's books out there with lots of adventure, that might not help) talk about the day and about the nice night that's coming.
What also helps is pressure massage. Make him floppy (that's what I call it to my kids) start at the extremities (feet) and squeeze starting at the toes and working your way up. don't be too gentle, squeeze kinda hard, to make them floppy and make sure he starts to get floppy, if he's not floppy, you can stop rubbing/squeezing.
Rub his tummy, not squeeze it and then move to the fingers. Rub his eyebrows, forehead, rub the cheeks etc and keep telling him what you're making floppy. OR say that you're making sure his whole body goes to sleep. (i.e. your toes are asleep now, now you leg is asleep, your bumm, your tumme etc)
Anyway, I hope this helps. My boys went through this and this helped. Lavender oil helpt too. AND just as a FYI they are now GREAT sleepers, except for the 14 month old
