diff --git a/Gemfile.lock b/Gemfile.lock
index b130c77..1754b8d 100644
--- a/Gemfile.lock
+++ b/Gemfile.lock
@@ -1,7 +1,7 @@
 PATH
   remote: .
   specs:
-    erblint-github (0.2.1)
+    erblint-github (0.3.0)
 
 GEM
   remote: https://rubygems.org/
@@ -43,14 +43,14 @@ GEM
       crass (~> 1.0.2)
       nokogiri (>= 1.5.9)
     mini_portile2 (2.8.1)
-    minitest (5.17.0)
+    minitest (5.18.0)
     mocha (2.0.2)
       ruby2_keywords (>= 0.0.5)
     nokogiri (1.14.0)
       mini_portile2 (~> 2.8.0)
       racc (~> 1.4)
     parallel (1.22.1)
-    parser (3.2.0.0)
+    parser (3.2.2.0)
       ast (~> 2.4.1)
     racc (1.6.2)
     rack (3.0.4.1)
@@ -61,32 +61,32 @@ GEM
       loofah (~> 2.19, >= 2.19.1)
     rainbow (3.1.1)
     rake (13.0.6)
-    regexp_parser (2.6.2)
+    regexp_parser (2.7.0)
     rexml (3.2.5)
-    rubocop (1.44.1)
+    rubocop (1.49.0)
       json (~> 2.3)
       parallel (~> 1.10)
       parser (>= 3.2.0.0)
       rainbow (>= 2.2.2, < 4.0)
       regexp_parser (>= 1.8, < 3.0)
       rexml (>= 3.2.5, < 4.0)
-      rubocop-ast (>= 1.24.1, < 2.0)
+      rubocop-ast (>= 1.28.0, < 2.0)
       ruby-progressbar (~> 1.7)
       unicode-display_width (>= 2.4.0, < 3.0)
-    rubocop-ast (1.24.1)
-      parser (>= 3.1.1.0)
+    rubocop-ast (1.28.0)
+      parser (>= 3.2.1.0)
     rubocop-github (0.20.0)
       rubocop (>= 1.37)
       rubocop-performance (>= 1.15)
       rubocop-rails (>= 2.17)
-    rubocop-performance (1.15.2)
+    rubocop-performance (1.16.0)
       rubocop (>= 1.7.0, < 2.0)
       rubocop-ast (>= 0.4.0)
     rubocop-rails (2.17.4)
       activesupport (>= 4.2.0)
       rack (>= 1.1)
       rubocop (>= 1.33.0, < 2.0)
-    ruby-progressbar (1.11.0)
+    ruby-progressbar (1.13.0)
     ruby2_keywords (0.0.5)
     smart_properties (1.17.0)
     tzinfo (2.0.5)
@@ -99,10 +99,10 @@ PLATFORMS
 DEPENDENCIES
   erb_lint (~> 0.3.0)
   erblint-github!
-  minitest (~> 5.17.0)
+  minitest (~> 5.18.0)
   mocha (~> 2.0.2)
   rake (~> 13.0.6)
-  rubocop (= 1.44.1)
+  rubocop (= 1.49.0)
   rubocop-github (~> 0.20.0)
 
 BUNDLED WITH
diff --git a/README.md b/README.md
index af7e20a..597f023 100644
--- a/README.md
+++ b/README.md
@@ -23,6 +23,8 @@ require "erblint-github/linters"
 ```yaml 
 ---
 linters:
+  GitHub::Accessibility::AriaLabelIsWellFormatted:
+    enabled: true
   GitHub::Accessibility::AvoidBothDisabledAndAriaDisabled:
     enabled: true
   GitHub::Accessibility::AvoidGenericLinkText:
@@ -33,7 +35,7 @@ linters:
     enabled: true
   GitHub::Accessibility::ImageHasAlt:
     enabled: true
-  GitHub::Accessibility::LandmarkHasLabel:
+  GitHub::Accessibility::NavigationHasLabel:
     enabled: true
   GitHub::Accessibility::LinkHasHref:
     enabled: true
@@ -55,10 +57,11 @@ linters:
 
 ## Rules
 
+- [GitHub::Accessibility::AriaLabelIsWellFormatted](./docs/rules/accessibility/aria-label-is-well-formatted.md)
 - [GitHub::Accessibility::AvoidBothDisabledAndAriaDisabled](./docs/rules/accessibility/avoid-both-disabled-and-aria-disabled.md)
 - [GitHub::Accessibility::AvoidGenericLinkText](./docs/rules/accessibility/avoid-generic-link-text.md)
 - [GitHub::Accessibility::DisabledAttribute](./docs/rules/accessibility/disabled-attribute.md)
-- [GitHub::Accessibility::LandmarkHasLabel](./docs/rules/accessibility/landmark-has-label.md)
+- [GitHub::Accessibility::NavigationHasLabel](./docs/rules/accessibility/navigation-has-label.md)
 - [GitHub::Accessibility::LinkHasHref](./docs/rules/accessibility/link-has-href.md)
 - [GitHub::Accessibility::NestedInteractiveElements](./docs/rules/accessibility/nested-interactive-elements.md)
 - [GitHub::Accessibility::IframeHasTitle](./docs/rules/accessibility/iframe-has-title.md)
diff --git a/docs/rules/accessibility/aria-label-is-well-formatted.md b/docs/rules/accessibility/aria-label-is-well-formatted.md
new file mode 100644
index 0000000..e8fc344
--- /dev/null
+++ b/docs/rules/accessibility/aria-label-is-well-formatted.md
@@ -0,0 +1,46 @@
+# aria-label is well formatted
+
+## Rule Details
+
+`[aria-label]` content should be formatted in the same way you would visual text. Please use sentence case.
+
+Do not kebab case the words like you would an HTML ID. An `aria-label` is different from `aria-labelledby`.
+An `aria-label` is not an ID, and should be formatted as human-friendly text.
+
+## Config
+
+If you determine that there are valid scenarios for `aria-label` to start with lowercase, you may exempt it in your `.erb-lint.yml` config like so:
+
+```yml
+  GitHub::Accessibility::AriaLabelIsWellFormatted:
+    enabled: true
+    exceptions:
+      - allowed for some reason
+      - also allowed for some reason
+```
+
+## Examples
+
+### **Incorrect** code for this rule 👎
+
+```erb
+<button aria-label="close">
+```
+
+```erb
+<button aria-label="submit">
+```
+
+```erb
+<button aria-label="button-1">
+```
+
+### **Correct** code for this rule  👍
+
+```erb
+<button aria-label="Submit">
+````
+
+```erb
+<button aria-label="Close">
+````
diff --git a/docs/rules/accessibility/landmark-has-label.md b/docs/rules/accessibility/landmark-has-label.md
deleted file mode 100644
index 6b6856f..0000000
--- a/docs/rules/accessibility/landmark-has-label.md
+++ /dev/null
@@ -1,28 +0,0 @@
-# Landmark Has Label
-
-## Rule Details
-
-Landmark elements should have an `aria-label` attribute, or `aria-labelledby` if a heading elements exists in the landmark.
-
-## Resources
-
-- [ARIA Landmarks Example](https://www.w3.org/WAI/ARIA/apg/example-index/landmarks/index.html)
-
-## Examples
-### **Incorrect** code for this rule 👎
-
-```erb
-<!-- incorrect -->
-<section>
-  <h1>This is a text</h1>
-</section>
-```
-
-### **Correct** code for this rule  👍
-
-```erb
-<!-- correct -->
-<section aria-labelledby="title_id"t>
-  <h1 id="title_id">This is a text</h1>
-</section>
-```
diff --git a/docs/rules/accessibility/navigation-has-label.md b/docs/rules/accessibility/navigation-has-label.md
new file mode 100644
index 0000000..a664b10
--- /dev/null
+++ b/docs/rules/accessibility/navigation-has-label.md
@@ -0,0 +1,30 @@
+# Navigation Has Label
+
+## Rule Details
+
+This rule enforces that a navigation landmark (a `<nav>` or a `role="navigation"`) has an accessible name. This rule is helpful to enforce for sites (like GitHub) where multiple navigation is common.
+
+The navigation landmark element should have an `aria-label` attribute, or `aria-labelledby` to distinguish it from other elements.
+
+## Resources
+
+- [ARIA Landmarks Example](https://www.w3.org/WAI/ARIA/apg/example-index/landmarks/index.html)
+
+## Examples
+### **Incorrect** code for this rule 👎
+
+```erb
+<!-- incorrect -->
+<nav>
+  <h1>This is a text</h1>
+</nav>
+```
+
+### **Correct** code for this rule  👍
+
+```erb
+<!-- correct -->
+<nav aria-labelledby="title_id"t>
+  <h1 id="title_id">This is a text</h1>
+</nav>
+```
diff --git a/erblint-github.gemspec b/erblint-github.gemspec
index c0db1dd..667bcea 100644
--- a/erblint-github.gemspec
+++ b/erblint-github.gemspec
@@ -2,7 +2,7 @@
 
 Gem::Specification.new do |s|
   s.name = "erblint-github"
-  s.version = "0.2.1"
+  s.version = "0.3.0"
   s.summary = "erblint GitHub"
   s.description = "Template style checking for GitHub Ruby repositories"
   s.homepage = "https://github.com/github/erblint-github"
@@ -17,11 +17,11 @@ Gem::Specification.new do |s|
   s.authors = ["GitHub Open Source"]
 
   s.add_development_dependency "erb_lint", "~> 0.3.0"
-  s.add_development_dependency "minitest", "~> 5.17.0"
+  s.add_development_dependency "minitest", "~> 5.18.0"
   s.add_development_dependency "mocha", "~> 2.0.2"
   s.add_development_dependency "rake", "~> 13.0.6"
 
-  s.add_development_dependency "rubocop", "= 1.44.1"
+  s.add_development_dependency "rubocop", "= 1.49.0"
   s.add_development_dependency "rubocop-github", "~> 0.20.0"
   s.metadata["rubygems_mfa_required"] = "true"
 end
diff --git a/lib/erblint-github/linters/github/accessibility/aria_label_is_well_formatted.rb b/lib/erblint-github/linters/github/accessibility/aria_label_is_well_formatted.rb
new file mode 100644
index 0000000..4f9073f
--- /dev/null
+++ b/lib/erblint-github/linters/github/accessibility/aria_label_is_well_formatted.rb
@@ -0,0 +1,37 @@
+# frozen_string_literal: true
+
+require_relative "../../custom_helpers"
+
+module ERBLint
+  module Linters
+    module GitHub
+      module Accessibility
+        class AriaLabelIsWellFormatted < Linter
+          include ERBLint::Linters::CustomHelpers
+          include LinterRegistry
+
+          MESSAGE = "[aria-label] text should be formatted the same as you would visual text. Use sentence case."
+
+          class ConfigSchema < LinterConfig
+            property :exceptions, accepts: array_of?(String),
+              default: -> { [] }
+          end
+          self.config_schema = ConfigSchema
+
+          def run(processed_source)
+            tags(processed_source).each do |tag|
+              next if tag.closing?
+
+              aria_label = possible_attribute_values(tag, "aria-label").join
+              next if aria_label.empty?
+
+              if aria_label.match?(/^[a-z]/) && !@config.exceptions.include?(aria_label)
+                generate_offense(self.class, processed_source, tag)
+              end
+            end
+          end
+        end
+      end
+    end
+  end
+end
diff --git a/lib/erblint-github/linters/github/accessibility/landmark_has_label.rb b/lib/erblint-github/linters/github/accessibility/landmark_has_label.rb
deleted file mode 100644
index d97fafd..0000000
--- a/lib/erblint-github/linters/github/accessibility/landmark_has_label.rb
+++ /dev/null
@@ -1,68 +0,0 @@
-# frozen_string_literal: true
-
-require_relative "../../custom_helpers"
-
-module ERBLint
-  module Linters
-    module GitHub
-      module Accessibility
-        class LandmarkHasLabel < Linter
-          include ERBLint::Linters::CustomHelpers
-          include LinterRegistry
-
-          LANDMARK_ROLES = %w[complementary navigation region search].freeze
-          LANDMARK_TAGS = %w[aside nav section].freeze
-          MESSAGE = "Landmark elements should have an aria-label attribute, or aria-labelledby if a heading elements exists in the landmark."
-          ROLE_TAG_MAPPING = { "complementary" => "aside", "navigation" => "nav", "region" => "section" }.freeze
-
-          def get_additional_message(tag, roles)
-            role_matched = (roles & ROLE_TAG_MAPPING.keys).first
-            if role_matched
-              tag_matched = ROLE_TAG_MAPPING[role_matched]
-
-              if tag.name == tag_matched
-                "The <#{tag_matched}> element will automatically communicate a role of '#{role_matched}'. You can safely drop the role attribute."
-              else
-                replace_message = if tag.name == "div"
-                                    "If possible replace this tag with a <#{tag_matched}>."
-                                  else
-                                    "Wrapping this element in a <#{tag_matched}> and setting a label on it is reccomended."
-                                  end
-
-                "The <#{tag_matched}> element will automatically communicate a role of '#{role_matched}'. #{replace_message}"
-              end
-            elsif roles.include?("search") && tag.name != "form"
-              "The 'search' role works best when applied to a <form> element. If possible replace this tag with a <form>."
-            end
-          end
-
-          class ConfigSchema < LinterConfig
-            property :counter_enabled, accepts: [true, false], default: false, reader: :counter_enabled?
-          end
-          self.config_schema = ConfigSchema
-
-          def run(processed_source)
-            tags(processed_source).each do |tag|
-              next if tag.closing?
-
-              possible_roles = possible_attribute_values(tag, "role")
-              next unless LANDMARK_TAGS.include?(tag.name) && (possible_roles & LANDMARK_ROLES).empty?
-              next if tag.attributes["aria-label"]&.value&.present? || tag.attributes["aria-labelledby"]&.value&.present?
-
-              message = get_additional_message(tag, possible_roles)
-              if message
-                generate_offense(self.class, processed_source, tag, "#{MESSAGE}\n#{message}")
-              else
-                generate_offense(self.class, processed_source, tag)
-              end
-            end
-
-            if @config.counter_enabled?
-              counter_correct?(processed_source)
-            end
-          end
-        end
-      end
-    end
-  end
-end
diff --git a/lib/erblint-github/linters/github/accessibility/navigation_has_label.rb b/lib/erblint-github/linters/github/accessibility/navigation_has_label.rb
new file mode 100644
index 0000000..9c88678
--- /dev/null
+++ b/lib/erblint-github/linters/github/accessibility/navigation_has_label.rb
@@ -0,0 +1,33 @@
+# frozen_string_literal: true
+
+require_relative "../../custom_helpers"
+
+module ERBLint
+  module Linters
+    module GitHub
+      module Accessibility
+        class NavigationHasLabel < Linter
+          include ERBLint::Linters::CustomHelpers
+          include LinterRegistry
+
+          MESSAGE = "The navigation landmark should have a unique accessible name via `aria-label` or `aria-labelledby`. Remember that the name does not need to include `navigation` or `nav` since it will already be announced."
+
+          def run(processed_source)
+            tags(processed_source).each do |tag|
+              next if tag.closing?
+              next unless possible_attribute_values(tag, "role").include?("navigation") || tag.name == "nav"
+              if possible_attribute_values(tag, "aria-label").empty? && possible_attribute_values(tag, "aria-labelledby").empty?
+                message = MESSAGE
+                if tag.name != "nav"
+                  message += "Additionally, you can safely drop the `role='navigation'` and replace it with the native HTML `nav` element."
+                end
+                generate_offense(self.class, processed_source, tag, message)
+              end
+
+            end
+          end
+        end
+      end
+    end
+  end
+end
diff --git a/test/linters/accessibility/aria_label_is_well_formatted_test.rb b/test/linters/accessibility/aria_label_is_well_formatted_test.rb
new file mode 100644
index 0000000..b00c3df
--- /dev/null
+++ b/test/linters/accessibility/aria_label_is_well_formatted_test.rb
@@ -0,0 +1,62 @@
+# frozen_string_literal: true
+
+require "test_helper"
+
+class AriaLabelIsWellFormatted < LinterTestCase
+  def linter_class
+    ERBLint::Linters::GitHub::Accessibility::AriaLabelIsWellFormatted
+  end
+
+  def test_warns_when_aria_label_starts_with_downcase
+    @file = <<~HTML
+     <button aria-label="submit" ></button>
+     <button aria-label="check-box-1" ></button>
+     <button aria-label="ok" ></button>
+     <button aria-label="no" ></button>
+    HTML
+    @linter.run(processed_source)
+
+    assert_equal 4, @linter.offenses.count
+  end
+
+  def test_does_not_warn_when_aria_labelledby_starts_with_downcase
+    @file = "<button aria-labelledby='some-element-1'</button>"
+    @linter.run(processed_source)
+
+    assert_empty @linter.offenses
+  end
+
+  def test_does_not_warn_when_aria_label_starts_with_anything_other_than_downcase
+    @file = <<~HTML
+     <button aria-label="Submit" ></button>
+     <button aria-label="Close" ></button>
+     <button aria-label="11 open" ></button>
+    HTML
+    @linter.run(processed_source)
+
+    assert_empty @linter.offenses
+  end
+
+  def test_does_not_warn_when_aria_label_is_excepted_in_config
+    @file = <<~HTML
+     <button aria-label="Submit" ></button>
+     <button aria-label="Close" ></button>
+     <button aria-label="11 open" ></button>
+    HTML
+    @linter.run(processed_source)
+
+    assert_empty @linter.offenses
+  end
+
+
+  def test_does_not_warn_if_aria_label_is_in_excepted_list
+    @file = <<~HTML
+     <button aria-label="hello" ></button>
+     <button aria-label="hello world" ></button>
+    HTML
+    @linter.config.exceptions = ["hello"]
+    @linter.run(processed_source)
+
+    assert_equal 1, @linter.offenses.count
+  end
+end
diff --git a/test/linters/accessibility/landmark_has_label_test.rb b/test/linters/accessibility/landmark_has_label_test.rb
deleted file mode 100644
index 7fa64be..0000000
--- a/test/linters/accessibility/landmark_has_label_test.rb
+++ /dev/null
@@ -1,33 +0,0 @@
-# frozen_string_literal: true
-
-require "test_helper"
-
-class LandmarkHasLabelTest < LinterTestCase
-  def linter_class
-    ERBLint::Linters::GitHub::Accessibility::LandmarkHasLabel
-  end
-
-  def test_warns_if_landmark_has_no_label
-    @file = <<~ERB
-      <section>
-        <h1>This is a text</h1>
-      </section>
-    ERB
-    @linter.run(processed_source)
-
-    assert_equal(1, @linter.offenses.count)
-    error_messages = @linter.offenses.map(&:message).sort
-    assert_match(/Landmark elements should have an aria-label attribute, or aria-labelledby if a heading elements exists in the landmark./, error_messages.last)
-  end
-
-  def test_does_not_warn_if_landmark_has_label
-    @file = <<~ERB
-      <section aria-labelledby="title_id"t>
-        <h1 id="title_id">This is a text</h1>
-      </section>
-    ERB
-    @linter.run(processed_source)
-
-    assert_empty @linter.offenses
-  end
-end
diff --git a/test/linters/accessibility/navigation_has_label_test.rb b/test/linters/accessibility/navigation_has_label_test.rb
new file mode 100644
index 0000000..6e4445e
--- /dev/null
+++ b/test/linters/accessibility/navigation_has_label_test.rb
@@ -0,0 +1,51 @@
+# frozen_string_literal: true
+
+require "test_helper"
+
+class NavigationHasLabelTest < LinterTestCase
+  def linter_class
+    ERBLint::Linters::GitHub::Accessibility::NavigationHasLabel
+  end
+
+  def test_warns_if_navigation_landmark_has_no_label
+    @file = <<~ERB
+      <nav>
+      </nav>
+    ERB
+    @linter.run(processed_source)
+
+    assert_equal(1, @linter.offenses.count)
+    assert_match(/The navigation landmark should have a unique accessible name via `aria-label` or `aria-labelledby`./, @linter.offenses.first.message)
+  end
+
+  def test_warns_if_navigation_role_landmark_has_no_label
+    @file = <<~ERB
+      <div role="navigation">
+      </div>
+    ERB
+    @linter.run(processed_source)
+
+    assert_equal(1, @linter.offenses.count)
+    assert_match(/The navigation landmark should have a unique accessible name via `aria-label` or `aria-labelledby`./, @linter.offenses.first.message)
+  end
+
+  def test_does_not_warn_if_navigation_landmark_has_aria_labelled_by
+    @file = <<~ERB
+      <nav aria-labelledby="title_id"t>
+      </nav>
+    ERB
+    @linter.run(processed_source)
+
+    assert_empty @linter.offenses
+  end
+
+  def test_does_not_warn_if_navigation_landmark_has_aria_label
+    @file = <<~ERB
+      <nav aria-label="Repos"t>
+      </nav>
+    ERB
+    @linter.run(processed_source)
+
+    assert_empty @linter.offenses
+  end
+end