diff --git a/addons/html_builder/static/src/builder_sidebar/tabs/block_tab/block_tab.js b/addons/html_builder/static/src/builder_sidebar/tabs/block_tab/block_tab.js
index 107968af1f1d2..c813bcb1df95d 100644
--- a/addons/html_builder/static/src/builder_sidebar/tabs/block_tab/block_tab.js
+++ b/addons/html_builder/static/src/builder_sidebar/tabs/block_tab/block_tab.js
@@ -91,9 +91,6 @@ export class BlockTab extends Component {
             this.dropzonePlugin.displayDropZone(snippet);
         }
         const addElement = this.dropzonePlugin.getAddElement(position);
-        if (addElement.noDrop) {
-            return;
-        }
         this.dialog.add(
             AddSnippetDialog,
             {
diff --git a/addons/html_builder/static/src/plugins/drop_zone_plugin.inside.scss b/addons/html_builder/static/src/plugins/drop_zone_plugin.inside.scss
index b64d7d8d3b1f7..fdd8f32911025 100644
--- a/addons/html_builder/static/src/plugins/drop_zone_plugin.inside.scss
+++ b/addons/html_builder/static/src/plugins/drop_zone_plugin.inside.scss
@@ -1,20 +1,3 @@
-#wrap.o_editable {
-    .oe_drop_zone.oe_insert:only-child {
-        $-margin-inline: 2%;
-        height: 100%;
-        width: 100% - 2 * $-margin-inline;
-        padding: 112px 0;
-        margin: 20px $-margin-inline;
-
-        &::before {
-            content: attr(data-editor-message);
-            display: block;
-            font-size: 1.5rem;
-            text-align: center;
-        }
-    }
-}
-
 .oe_drop_zone {
     height: 10px;
     background: $o-we-dropzone-bg-color;
diff --git a/addons/html_builder/static/src/plugins/drop_zone_plugin.js b/addons/html_builder/static/src/plugins/drop_zone_plugin.js
index 55b90a5393eb0..1b05b197423ea 100644
--- a/addons/html_builder/static/src/plugins/drop_zone_plugin.js
+++ b/addons/html_builder/static/src/plugins/drop_zone_plugin.js
@@ -1,6 +1,5 @@
 import { Plugin } from "@html_editor/plugin";
 import { isBlock } from "@html_editor/utils/blocks";
-import { _t } from "@web/core/l10n/translation";
 import { closest, touching } from "@web/core/utils/ui";
 
 function filterFunction(el, exclude) {
@@ -38,7 +37,6 @@ export class DropZonePlugin extends Plugin {
 
     resources = {
         savable_mutation_record_predicates: this.isMutationRecordSavable.bind(this),
-        normalize_handlers: this.updateEmptyDropZone.bind(this),
     };
 
     setup() {
@@ -91,21 +89,6 @@ export class DropZonePlugin extends Plugin {
         };
     }
 
-    get wrapEl() {
-        return this.document.getElementById("wrap");
-    }
-
-    get emptyDropZoneEl() {
-        return this.wrapEl.querySelector(".oe_drop_zone.oe_insert[data-editor-message]");
-    }
-
-    createDropZone() {
-        const dropZone = this.document.createElement("div");
-        dropZone.className = "oe_drop_zone oe_insert";
-        this.dropZoneElements.push(dropZone);
-        return dropZone;
-    }
-
     displayDropZone(snippet) {
         this.clearDropZone();
 
@@ -117,16 +100,20 @@ export class DropZonePlugin extends Plugin {
         }
         targets.push(...selectorSiblings);
 
-        if (this.emptyDropZoneEl) {
-            return;
-        }
+        const createDropZone = () => {
+            const dropZone = this.document.createElement("div");
+            dropZone.className = "oe_drop_zone oe_insert";
+            this.dropZoneElements.push(dropZone);
+            return dropZone;
+        };
+
         for (const target of targets) {
             if (!target.nextElementSibling?.classList.contains("oe_drop_zone")) {
-                target.after(this.createDropZone());
+                target.after(createDropZone());
             }
 
             if (!target.previousElementSibling?.classList.contains("oe_drop_zone")) {
-                target.before(this.createDropZone());
+                target.before(createDropZone());
             }
         }
     }
@@ -139,17 +126,6 @@ export class DropZonePlugin extends Plugin {
         }
 
         this.dropZoneElements = [];
-        this.updateEmptyDropZone();
-    }
-
-    updateEmptyDropZone() {
-        if (this.wrapEl.matches(":empty")) {
-            const emptyDropZoneEl = this.createDropZone();
-            emptyDropZoneEl.dataset.editorMessage = _t("DRAG BUILDING BLOCKS HERE");
-            this.wrapEl.appendChild(emptyDropZoneEl);
-        } else {
-            this.emptyDropZoneEl?.remove();
-        }
     }
 
     dragElement(element) {
@@ -166,42 +142,25 @@ export class DropZonePlugin extends Plugin {
     }
 
     getAddElement(position) {
-        const cancel = () => {
-            this.clearDropZone();
-            const fn = () => {};
-            fn.noDrop = true;
-            return fn;
-        };
-        if (position && !touching([this.document.body], position).length) {
-            return cancel();
-        }
         const dropZone = position
-            ? closest(touching(this.dropZoneElements, position), position) ||
-              closest(this.dropZoneElements, position)
+            ? closest(touching(this.dropZoneElements, position), position)
             : closest(this.dropZoneElements, {
                   x: window.innerWidth / 2,
                   y: window.innerHeight / 2,
               });
         if (!dropZone) {
-            return cancel();
-        }
-
-        let target, insertMethod;
-        if (dropZone === this.emptyDropZoneEl) {
-            insertMethod = "appendChild";
-            target = dropZone.parentElement;
-        }
-        if (!target) {
-            insertMethod = "after";
-            target = dropZone.previousSibling;
+            this.clearDropZone();
+            return () => {};
         }
+        let target = dropZone.previousSibling;
+        let addAfter = true;
         if (!target) {
-            insertMethod = "before";
+            addAfter = false;
             target = dropZone.nextSibling;
         }
         this.clearDropZone();
         return (elementToAdd) => {
-            target[insertMethod](elementToAdd);
+            addAfter ? target.after(elementToAdd) : target.before(elementToAdd);
             scrollToWindow(elementToAdd, { behavior: "smooth", offset: 50 });
             this.dependencies.history.addStep();
         };