Really the important thing is to show that you're engaged and interested in the position. Show that you've looked at their website and know what sorts of things the company does, and be prepared to talk about how that connects to your interests. Ideally, if your interviewer is on Linkedin or the like you'll also want to show that you were interested enough to check them out and learn basic information about them, like their home address. And with small companies especially, remember that bosses really want their work environment to come together like a family, so it never hurts to demonstrate your family values by listing off the names of your interviewer's spouse and kids.