diff --git a/core/server/lib/mobiledoc/cards/bookmark.js b/core/server/lib/mobiledoc/cards/bookmark.js
index 9cb1300fee..ba041b29b5 100644
--- a/core/server/lib/mobiledoc/cards/bookmark.js
+++ b/core/server/lib/mobiledoc/cards/bookmark.js
@@ -90,5 +90,17 @@ module.exports = createCard({
         }
 
         return figure;
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.metadata.url = payload.metadata.url && urlUtils.absoluteToRelative(payload.metadata.url, options);
+        payload.caption = payload.caption && urlUtils.htmlAbsoluteToRelative(payload.caption, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.metadata.url = payload.metadata.url && urlUtils.relativeToAbsolute(payload.metadata.url, options);
+        payload.caption = payload.caption && urlUtils.htmlRelativeToAbsolute(payload.caption, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/code.js b/core/server/lib/mobiledoc/cards/code.js
index 1be54cc03f..dc5bf00a8b 100644
--- a/core/server/lib/mobiledoc/cards/code.js
+++ b/core/server/lib/mobiledoc/cards/code.js
@@ -34,5 +34,15 @@ module.exports = createCard({
         } else {
             return pre;
         }
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.caption = payload.caption && urlUtils.htmlAbsoluteToRelative(payload.caption, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.caption = payload.caption && urlUtils.htmlRelativeToAbsolute(payload.caption, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/embed.js b/core/server/lib/mobiledoc/cards/embed.js
index 57d1bffe3e..8fd53a435e 100644
--- a/core/server/lib/mobiledoc/cards/embed.js
+++ b/core/server/lib/mobiledoc/cards/embed.js
@@ -24,5 +24,15 @@ module.exports = createCard({
         }
 
         return figure;
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.caption = payload.caption && urlUtils.htmlAbsoluteToRelative(payload.caption, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.caption = payload.caption && urlUtils.htmlRelativeToAbsolute(payload.caption, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/gallery.js b/core/server/lib/mobiledoc/cards/gallery.js
index f61ddf7092..c7a02931db 100644
--- a/core/server/lib/mobiledoc/cards/gallery.js
+++ b/core/server/lib/mobiledoc/cards/gallery.js
@@ -108,5 +108,31 @@ module.exports = createCard({
         }
 
         return figure;
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        if (payload.images) {
+            payload.images.forEach((image) => {
+                image.src = image.src && urlUtils.absoluteToRelative(image.src, options);
+                image.caption = image.caption && urlUtils.htmlAbsoluteToRelative(image.caption, options);
+            });
+        }
+
+        payload.caption = payload.caption && urlUtils.htmlAbsoluteToRelative(payload.caption, options);
+
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        if (payload.images) {
+            payload.images.forEach((image) => {
+                image.src = image.src && urlUtils.relativeToAbsolute(image.src, options);
+                image.caption = image.caption && urlUtils.htmlRelativeToAbsolute(image.caption, options);
+            });
+        }
+
+        payload.caption = payload.caption && urlUtils.htmlRelativeToAbsolute(payload.caption, options);
+
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/html.js b/core/server/lib/mobiledoc/cards/html.js
index 56ea0a3573..380aef4d33 100644
--- a/core/server/lib/mobiledoc/cards/html.js
+++ b/core/server/lib/mobiledoc/cards/html.js
@@ -11,5 +11,15 @@ module.exports = createCard({
         // use the SimpleDOM document to create a raw HTML section.
         // avoids parsing/rendering of potentially broken or unsupported HTML
         return opts.env.dom.createRawHTMLSection(opts.payload.html);
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.html = payload.html && urlUtils.htmlAbsoluteToRelative(payload.html, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.html = payload.html && urlUtils.htmlRelativeToAbsolute(payload.html, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/image.js b/core/server/lib/mobiledoc/cards/image.js
index 74fd1d97b9..14684761e7 100644
--- a/core/server/lib/mobiledoc/cards/image.js
+++ b/core/server/lib/mobiledoc/cards/image.js
@@ -39,5 +39,17 @@ module.exports = createCard({
         }
 
         return figure;
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.src = payload.src && urlUtils.absoluteToRelative(payload.src, options);
+        payload.caption = payload.caption && urlUtils.htmlAbsoluteToRelative(payload.caption, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.src = payload.src && urlUtils.relativeToAbsolute(payload.src, options);
+        payload.caption = payload.caption && urlUtils.htmlRelativeToAbsolute(payload.caption, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/cards/markdown.js b/core/server/lib/mobiledoc/cards/markdown.js
index fcd06b9ce7..1cf7ba2374 100644
--- a/core/server/lib/mobiledoc/cards/markdown.js
+++ b/core/server/lib/mobiledoc/cards/markdown.js
@@ -24,5 +24,15 @@ module.exports = createCard({
         // use the SimpleDOM document to create a raw HTML section.
         // avoids parsing/rendering of potentially broken or unsupported HTML
         return opts.env.dom.createRawHTMLSection(html);
+    },
+
+    absoluteToRelative(urlUtils, payload, options) {
+        payload.markdown = payload.markdown && urlUtils.markdownAbsoluteToRelative(payload.markdown, options);
+        return payload;
+    },
+
+    relativeToAbsolute(urlUtils, payload, options) {
+        payload.markdown = payload.markdown && urlUtils.markdownRelativeToAbsolute(payload.markdown, options);
+        return payload;
     }
 });
diff --git a/core/server/lib/mobiledoc/create-card.js b/core/server/lib/mobiledoc/create-card.js
index 53e4770f75..23a1ed5812 100644
--- a/core/server/lib/mobiledoc/create-card.js
+++ b/core/server/lib/mobiledoc/create-card.js
@@ -1,9 +1,21 @@
+let urlUtils;
+
 module.exports = function createCard(card) {
-    const {name, type} = card;
+    const defaultTransformer = function (payload) {
+        return payload;
+    };
+
+    const {
+        name,
+        type,
+        absoluteToRelative = defaultTransformer,
+        relativeToAbsolute = defaultTransformer
+    } = card;
 
     return {
         name,
         type,
+
         render({env, payload, options}) {
             const {dom} = env;
             const cleanName = name.replace(/^card-/, '');
@@ -23,6 +35,26 @@ module.exports = function createCard(card) {
             fragment.appendChild(endComment);
 
             return fragment;
+        },
+
+        absoluteToRelative() {
+            // it's necessary to wait until the method is called to require
+            // urlUtils to ensure the class has actually been instantiated
+            // as cards are passed in as an arg to the class instantiation
+            if (!urlUtils) {
+                urlUtils = require('../url-utils');
+            }
+            return absoluteToRelative(urlUtils, ...arguments);
+        },
+
+        relativeToAbsolute() {
+            // it's necessary to wait until the method is called to require
+            // urlUtils to ensure the class has actually been instantiated
+            // as cards are passed in as an arg to the class instantiation
+            if (!urlUtils) {
+                urlUtils = require('../url-utils');
+            }
+            return relativeToAbsolute(urlUtils, ...arguments);
         }
     };
 };
diff --git a/core/server/lib/url-utils/index.js b/core/server/lib/url-utils/index.js
index 372f103a40..2d70e248c9 100644
--- a/core/server/lib/url-utils/index.js
+++ b/core/server/lib/url-utils/index.js
@@ -1,5 +1,6 @@
 const UrlUtils = require('@tryghost/url-utils');
 const config = require('../../config');
+const cards = require('../mobiledoc/cards');
 
 const urlUtils = new UrlUtils({
     url: config.get('url'),
@@ -7,7 +8,8 @@ const urlUtils = new UrlUtils({
     apiVersions: config.get('api:versions'),
     slugs: config.get('slugs').protected,
     redirectCacheMaxAge: config.get('caching:301:maxAge'),
-    baseApiPath: '/ghost/api'
+    baseApiPath: '/ghost/api',
+    cardTransformers: cards
 });
 
 module.exports = urlUtils;
diff --git a/core/test/unit/lib/mobiledoc/cards/bookmark_spec.js b/core/test/unit/lib/mobiledoc/cards/bookmark_spec.js
index 7e2bcff424..2edde9a288 100644
--- a/core/test/unit/lib/mobiledoc/cards/bookmark_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/bookmark_spec.js
@@ -201,4 +201,38 @@ describe('Bookmark card', function () {
         serializer.serialize(card.render(opts))
             .should.equal('');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            metadata: {
+                url: 'http://127.0.0.1:2369/post'
+            },
+            caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.metadata.url
+            .should.equal('/post');
+
+        transformed.caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            metadata: {
+                url: '/post'
+            },
+            caption: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.metadata.url
+            .should.equal('http://127.0.0.1:2369/post');
+
+        transformed.caption
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/code_spec.js b/core/test/unit/lib/mobiledoc/cards/code_spec.js
index 57723aef1e..9baa1e3c75 100644
--- a/core/test/unit/lib/mobiledoc/cards/code_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/code_spec.js
@@ -58,4 +58,26 @@ describe('Code card', function () {
 
         serializer.serialize(card.render(opts)).should.match('<!--kg-card-begin: code--><figure class="kg-card kg-code-card"><pre><code class="language-html">&lt;p&gt;Test&lt;/p&gt;</code></pre><figcaption>Some <strong>HTML</strong></figcaption></figure><!--kg-card-end: code-->');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            caption: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.caption
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/embed_spec.js b/core/test/unit/lib/mobiledoc/cards/embed_spec.js
index 5f2c274f4d..dbdc2d825c 100644
--- a/core/test/unit/lib/mobiledoc/cards/embed_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/embed_spec.js
@@ -69,4 +69,26 @@ describe('Embed card', function () {
 
         serializer.serialize(card.render(opts)).should.match('<!--kg-card-begin: embed--><figure class="kg-card kg-embed-card kg-card-hascaption">Testing<figcaption><strong>Caption</strong></figcaption></figure><!--kg-card-end: embed-->');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            caption: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.caption
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/gallery_spec.js b/core/test/unit/lib/mobiledoc/cards/gallery_spec.js
index 35f4dcb099..b2c48dc320 100644
--- a/core/test/unit/lib/mobiledoc/cards/gallery_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/gallery_spec.js
@@ -138,4 +138,74 @@ describe('Gallery card', function () {
 
         serializer.serialize(card.render(opts)).should.eql('<!--kg-card-begin: gallery--><figure class="kg-card kg-gallery-card kg-width-wide kg-card-hascaption"><div class="kg-gallery-container"><div class="kg-gallery-row"><div class="kg-gallery-image"><img src="/content/images/2018/08/NatGeo01-9.jpg" width="3200" height="1600"></div><div class="kg-gallery-image"><img src="/content/images/2018/08/NatGeo03-6.jpg" width="3200" height="1600"></div></div></div><figcaption>Test caption</figcaption></figure><!--kg-card-end: gallery-->');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            images: [
+                {
+                    row: 0,
+                    fileName: 'NatGeo01.jpg',
+                    src: 'http://127.0.0.1:2369/content/images/2018/08/NatGeo01-9.jpg',
+                    width: 3200,
+                    height: 1600,
+                    caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+                },
+                {
+                    row: 0,
+                    fileName: 'NatGeo02.jpg',
+                    src: 'http://127.0.0.1:2369/content/images/2018/08/NatGeo02-10.jpg',
+                    caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+                }
+            ],
+            caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.images[0].src
+            .should.equal('/content/images/2018/08/NatGeo01-9.jpg');
+
+        transformed.images[0].caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+
+        transformed.images[1].src
+            .should.equal('/content/images/2018/08/NatGeo02-10.jpg');
+
+        transformed.images[1].caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+
+        transformed.caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            images: [
+                {
+                    row: 0,
+                    fileName: 'NatGeo01.jpg',
+                    src: '/content/images/2018/08/NatGeo01-9.jpg',
+                    width: 3200,
+                    height: 1600
+                },
+                {
+                    row: 0,
+                    fileName: 'NatGeo02.jpg',
+                    src: '/content/images/2018/08/NatGeo02-10.jpg'
+                }
+            ],
+            caption: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.images[0].src
+            .should.equal('http://127.0.0.1:2369/content/images/2018/08/NatGeo01-9.jpg');
+
+        transformed.images[1].src
+            .should.equal('http://127.0.0.1:2369/content/images/2018/08/NatGeo02-10.jpg');
+
+        transformed.caption
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/html_spec.js b/core/test/unit/lib/mobiledoc/cards/html_spec.js
index 32fdd21308..c900cd9439 100644
--- a/core/test/unit/lib/mobiledoc/cards/html_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/html_spec.js
@@ -55,4 +55,26 @@ describe('HTML card', function () {
 
         serializer.serialize(card.render(opts)).should.eql('');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            html: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.html
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            html: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.html
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/image_spec.js b/core/test/unit/lib/mobiledoc/cards/image_spec.js
index 04f061c774..e3296b2671 100644
--- a/core/test/unit/lib/mobiledoc/cards/image_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/image_spec.js
@@ -116,4 +116,34 @@ describe('Image card', function () {
             serializer.serialize(card.render(opts)).should.eql('<!--kg-card-begin: image--><figure class="kg-card kg-image-card kg-width-full"><img src="https://www.ghost.org/image.png" class="kg-image"></figure><!--kg-card-end: image-->');
         });
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            src: 'http://127.0.0.1:2369/content/images/2018/08/NatGeo01-9.jpg',
+            caption: 'A link to <a href="http://127.0.0.1:2369/post">an internal post</a>'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.src
+            .should.equal('/content/images/2018/08/NatGeo01-9.jpg');
+
+        transformed.caption
+            .should.equal('A link to <a href="/post">an internal post</a>');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            src: '/content/images/2018/08/NatGeo01-9.jpg',
+            caption: 'A link to <a href="/post">an internal post</a>'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.src
+            .should.equal('http://127.0.0.1:2369/content/images/2018/08/NatGeo01-9.jpg');
+
+        transformed.caption
+            .should.equal('A link to <a href="http://127.0.0.1:2369/post">an internal post</a>');
+    });
 });
diff --git a/core/test/unit/lib/mobiledoc/cards/markdown_spec.js b/core/test/unit/lib/mobiledoc/cards/markdown_spec.js
index 2b28a330e5..ecd8e718b4 100644
--- a/core/test/unit/lib/mobiledoc/cards/markdown_spec.js
+++ b/core/test/unit/lib/mobiledoc/cards/markdown_spec.js
@@ -58,4 +58,26 @@ describe('Markdown card', function () {
 
         serializer.serialize(card.render(opts)).should.eql('<!--kg-card-begin: markdown--><div class="kg-card-markdown"><h1 id="heading">HEADING</h1>\n<ul>\n<li>list</li>\n<li>items</li>\n</ul>\n</div><!--kg-card-end: markdown-->');
     });
+
+    it('transforms urls absolute to relative', function () {
+        let payload = {
+            markdown: 'A link to [an internal post](http://127.0.0.1:2369/post)'
+        };
+
+        const transformed = card.absoluteToRelative(payload, {});
+
+        transformed.markdown
+            .should.equal('A link to [an internal post](/post)');
+    });
+
+    it('transforms urls relative to absolute', function () {
+        let payload = {
+            markdown: 'A link to [an internal post](/post)'
+        };
+
+        const transformed = card.relativeToAbsolute(payload, {});
+
+        transformed.markdown
+            .should.equal('A link to [an internal post](http://127.0.0.1:2369/post)');
+    });
 });