Painful latch

My baby is 1 week old today and she has latched from the day she was born. I've had very sore and cracked nipples since we started breastfeeding. I started using lanolin and it's definitely helping, however the initial latch is still excruciatingly painful. I keep reading about how it's not supposed to be painful and ways to readjust. Has anyone actually had a pain free latch in the beginning? Or is it always painful?